Brazil Wine Market Report JBC EMP July 2011 - California Wine ...

“Comprehensive Study of the 

Brazilian Wine Market” 

The 

Major 

Markets 

Conducted by JBC International 

On Behalf of Wine Institute 

Contact: James B. Clawson 

Jessica Burns 

Darren Arnold 

JBC International 

111 Rockville Pike, Suite 410 

Rockville, M.D. 20850 

www.jbcinternational.com 

The 

Winegrowing 

Regions

1 

Brazilian Wine Market Report 

Date: June 2011 

EMP Project Report #E09MXBR001 

Brazil – Wine “Comprehensive Study of Market Potential, Infrastructure, and Regulatory 

Policy for U.S. Wine Exports to Brazil” 

Report Highlights: 

Brazil provides both tremendous opportunities and challenges for U.S. wine exporters. 

Historically wine consumption per capita trails that of other beverage alcohol. The recent 

economic expansion has developed a strong middle class more interested in wine. An 

emergent domestic wine industry is introducing more Brazilians to wine varieties through 

greater distribution and promotion. The neighboring wine producers, Chile and Argentina, 

are also enjoying sales increases demonstrating the appetite of the new wine consumer for 

New World wines. The distribution and retailing channels are in place in the main population 

centers although still often cumbersome and inefficient. The complex panoply of import 

regulations and high taxes are not unlike those of other emerging markets such as India, 

China and Russia. As Brazil continues to develop its international economy, now the 7 th 

largest in the world, it is investing in the infrastructure to improve its capacity to trade 

internationally. With the hosting of the 2014 FIFA World Cup and the 2016 Olympics, and 

following the Chinese example of hosting the 2008 Olympics, the Brazilian government must 

insure that its capacity and infrastructure will meet the demands of those events. Brazilian 

goods and services industries must be ready to accommodate over 1 million visitors for those 

two events. While many impediments to U.S. wine exports remain, the country with a 

population of over 200 million and half of those with disposable income presents a vast and 

largely untapped market for U.S. winemakers.

Table of Contents 

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Report Highlights ........................................................................................................ 1 

Table of Contents........................................................................................................ 2 

Executive Summary .................................................................................................... 3 

Project Background ..................................................................................................... 4 

State of the Brazilian Economy ..................................................................................... 4 

Strategy for Market Entry ............................................................................................ 6 

Geography and Domestic Wine Production ..................................................................... 8 

Brazilian Wine Market ............................................................................................... 12 

U.S. Wines in Brazil .................................................................................................. 16 

Effect of Brazilian Trade Policy on Imported Wine .......................................................... 17 

Consumption Analysis ............................................................................................... 18 

Brazil Trade Report ................................................................................................... 21 

Import Procedures .................................................................................................... 22 

Marketing Analysis .................................................................................................... 25 

Brazilian Wine Importers ........................................................................................... 26 

Relevant Contacts ..................................................................................................... 32 

Acknowledgments .................................................................................................... 35 

Appendices .............................................................................................................. 36

Executive Summary 

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As a member of the BRIC countries, Brazil is a target market for increasing U.S. wine 

exports. BRIC is a grouping acronym that refers to the countries of Brazil, Russia, India and 

China, which are all deemed to be at a similar stage of newly advanced economic 

development. The acronym has come into widespread use as a symbol of the shift in global 

economic power away from the developed G7 economies towards the developing world. The 

BRIC economies are promising engines of global economic growth and development. For the 

first time, helped along by the “Great Recession,” consumers from the BRIC emerging 

markets are outspending U.S. consumers. With real wages on the rise and middle classes 

forming, emerging market consumers now account for 34 percent of global consumption 

versus 27 percent for their U.S. counterparts. Families around the developing world now 

have disposable income. Instead of saving their newfound wealth, they are increasingly 

spending and putting money back into the local economy. 

A U.S.-based multinational such as Coca-Cola generates three-quarters of its sales overseas 

and already reflects the new reality. Revenues are booming for Coke in places like China and 

Brazil. For Brazil, Claudia Penteado of AdvertisingAge explains: “Much of Brazil’s explosive 

growth is being fueled by an emerging lower middle class that has grown to 95.4 million 

people. As they snap up cars, cell phones and new homes, this group is quickly becoming a 

prime target for marketers. The group, called the Class C, earns between $600 and $2,600 a 

month and, through upward mobility in a growing economy, has become Brazil’s largest 

consumer group in a population of 200 million people.” 

Recent data on BRIC countries’ consumer spending habits reveal interesting insights about 

consumer behavior and priorities in emerging markets. Brazilians put a higher priority on 

living for the present by devoting a considerably larger share of income to discretionary 

spending. Brazilians report saving a relatively modest 10 percent, the lowest level of the 

four BRIC countries. 

Per capita wine consumption lags considerably behind its neighbors Argentina and Chile. 

Wine has not been the alcoholic beverage of choice for Brazilian consumers. Those 

preferences are beginning to change with the new found disposable income of the emerging 

middle class who are willing to try new products, including wine. The elements are in place 

for significant growth in wine consumption over the next ten years. 

The Brazilian market has been difficult to penetrate for all consumer goods. Previous 

government policy has supported exports and restricted imports to maintain and increase its 

foreign exchange. With the new-found wealth and balance of payments surplus those 

policies are changing. While still difficult to navigate, the labyrinth of import regulations, 

congestion in customs clearance processes and multiple taxes have become more 

transparent. This report describes many of those challenges and provides advice to achieve 

compliance. 

Hosting of the 2014 FIFA World Cup and the 2016 Olympics will bring tens of thousands of 

foreign visitors to Brazil’s event venues. Such events engender a social environment 

conducive to on-premise wine consumption. As described in this study, the distribution and

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consumption patterns of wine are also evolving for the benefit of sales. More retail outlets 

are growing their listings with a wider selection including New World such as those from the 

United States. Mass retailers like Wal-Mart and Carrefour are becoming significant 

opportunities for the sale of imported wine. 

Brazil is still a developing country. Lack of capacity, corruption and legacy policies must be 

carefully considered. President Obama’s recent visit and the priority the U.S. has devoted to 

its relationship with Brazil should assist in limiting the negative images and difficulties of the 

past. Brazil is a market that should be seriously considered for any winery looking to expand 

its export portfolio. 

Project Background 

In October 2009, JBC International—as Wine Institute’s International Trade Counsel 

undertook to execute a U.S. Department of Agriculture, Emerging Markets Project (USDA- 

EMP) titled #E09MXBR001, a “Comprehensive Survey of the Brazilian Wine Market.” This 

project represents a collaborative effort between Wine Institute and USDA-EMP that was 

designed to address the interest voiced by many Californian wineries to understand and 

identify strategies for expanding business opportunities into the BRIC countries, Brazil, 

Russia, India and China. JBC has completed previous studies of India and Russia. 

The prime objective and focus of this study has been to provide practical information needed 

to develop a strategy for market entry, one which exposes the risks, provides a guide to 

developing that strategy and outlines the potential rewards for U.S. wine exports to Brazil. 

This report serves as a critical educational resource for U.S. companies by: 

1. Providing detailed information concerning: 

- The economic environment for consumers to purchase wine; 

- The regulatory environment for wines in Brazil; 

- The existing trade barriers restricting wine imports from the United States; 

and, 

- The identification of the challenges and strategies for entering the market and 

selling wines in Brazil. 

2. Forecasting developments in Brazil’s wine market, supply chain and distribution 

network and trade activities; and, 

3. Reporting on where the market opportunities exist for imported wine by specific 

market, supply chain, importer and distributor throughout the country. 

The State of the Brazilian Economy 

A combination of increased domestic and foreign demand for Brazilian products led to 

considerable growth in the Brazilian economy since the early 2000s. While the Brazilian 

government has traditionally had problems with inflation, President Dilma Rousseff is 

committed to inflation targeting by the Central Bank. Under Rousseff, the government has 

focused on fiscal restraint, a floating exchange rate and adhered to a policy for sustainable 

growth through foreign trade. This has led to significant improvements in the stability of

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Brazil’s economy. Brazil has paid off all debt to the International Monetary Fund, which in 

2005 totaled $15.5 million. The Real has gained 40 percent against the US dollar since 

2009, amid huge economic growth and a rise in foreign investment. 

Brazil experienced two quarters of recession beginning in the latter half of the economic 

crisis and is considered one of the fastest economies to recover due to high investor and 

consumer confidence. Heavy involvement in international trade has made Brazil a leading 

economy in South America. Domestic consumption has been growing as wages and access 

to credit have improved. The Brazilian labor force has seen an increase and in 2010 ranks 

six in the world with 103.6 million working citizens. 

“The 2010 growth rates demonstrate that the Brazilian economy is growing at a significant 

and sustainable pace, which supports the country's plans for 

long-term investment projects,” finance minister Guido 

Population Indicators - Brazil 

currently has the 5 th largest 

population in the world with 

203,429,773 citizens. The 

population between 15-64 years is 

66.8 percent, with a median age of 

28.9. Currently, Brazil’s drinking 

age is 18, which proves a sizable 

market for alcohol. There are more 

females than males: 98 percent 

male/female ratio. Brazil’s 

population is 74 percent Roman 

Catholic, and 86 percent of the 

population is located in urban 

areas. 1 A study conducted by the 

Brazilian Wine Institute (IBRAVIN) 

shows demand for New World 

wines is growing with the consumer 

age group of 40 and above. Such 

persons are interested in 

purchasing higher quality wines 

they read about or are presented in 

the media. 

Mantega said. “We expect GDP to grow around 4.5 to 5.0 

percent in 2011, a rate that would be sustainable and 

generate no inflationary pressures,” he added. Growth was 

led by industry which saw an expansion of 10.1 percent, 

agriculture growing 6.5 percent, and the services sector, 

which saw growth of 5.4 percent. Brazil's GDP outstripped 

Mexico's. Brazil’s Gross National Income (GNI) per capita in 

2009 was $8,070 USD 1 . 

Industries 

Brazil’s largest industries are textiles, shoes, chemicals, 

cement, lumber, iron ore, steel, aircraft, motor vehicles and 

other machinery and equipment, in that order. The industrial 

production growth rate was 11.5 percent for 2010. Brazil’s 

main agricultural production includes: meat and by-products, 

coffee, soybeans, wheat, rice, corn, sugarcane, cocoa and 

citrus. Brazil is the 9 th largest oil producer in the world and the 

7 th largest consumer. Oil exports reached over 570,100 

bbl/day 2 in 2010. 

A quick economic recovery can be attributed to Brazil’s welldeveloped 

industry sectors. The breakdown of Brazil’s Gross 

Domestic Product by composition sector is as follows: agriculture: 6.1 percent; industry: 

26.4 percent; services: 67.5 percent. The Brazilian Food Processors’ Association (ABIA) 

announced food and beverage industries of Brazil made up 85 percent and 15 percent of the 

$173 billion (USD) total net revenue in 2009, respectively. ABIA estimated a 5.3 percent 

volume increase in 2010 with 4.0 to 4.5 percent growth estimates per year over the next 

five years. This growth estimate is above the 3.3 percent average for the past ten years. 

The food processing industry consists of 38,500 companies including Nestle, Kraft, Unilever, 

etc. 

1 Doing Business 2011 in Brazil, The World Bank 

2 https://www.cia.gov/library/publications/the-world-factbook/geos/br.html

Infrastructure 

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As host to the 2014 FIFA World Cup and the 2016 Summer Olympics, Brazil has seen its 

infrastructure under constant scrutiny in recent years. Brazil has 4,000 airports, the second 

most in the world behind only the United States. Brazil also has 28,857 km of railways (10 th 

in the world), 1,751,868 km of roads (4 th in the world) and 50,000 km of waterways (3rd in 

the world). While these statistics appear promising, much of the current infrastructure is 

underdeveloped or poorly maintained. For example, 82 percent of its roads are unpaved, 

many port facilities are outdated and many of the airports are too small or too crowded for 

business. All of these factors increase transportation costs. While the infrastructure in the 

less developed center of the country is insufficient because it is underdeveloped, the 

infrastructure in the more populated cities is inadequate because it is overcrowded. 

In 2007, the Brazilian government took on an accelerated growth project, PAC, to increase 

the economic welfare of the country and to develop the infrastructure to address the current 

problems, in preparation for the upcoming games and the future increase in commerce and 

tourism. This has put infrastructure on the forefront of Brazilian politics. The program will 

invest significant resources in seaports, airports, roads and railways. The program should 

drastically facilitate the movement of goods throughout the country in the upcoming years. 

The major ports and terminals of Brazil are Guaiba, Ilha Grande, Paranagua, Rio Grande, 

Santos, Sao Sebastiao, Salvador, and Tubarao. Santon, the main port of São Paulo, is the 

largest port in South America. The largest airport in Brazil is Guarulhos International in São 

Paulo. 

Strategy for Market Entry 

Research the Market 

Using this report and relevant contacts (in both the U.S. and Brazil) as initial resources, 

prospective exporters can make informed decisions about export opportunities to Brazil. 

Members of the Wine Institute international program can contact that department for further 

information on the market and opportunities to participate in trade shows. Members of 

WineAmerica can contact their offices and the authors of this study to further investigate 

market opportunities. Likewise, members of the California Association of Winegrape Growers, 

Winegrape Growers of America, and the general public can contact JBC International and 

other entities listed in the “Relevant Contacts” section of this study. 

Find an Importer/Distributor 

The choice of which importer and distributor to work with in Brazil is a crucial decision for 

U.S. wineries and exporters, since these agents will function as product line representatives 

and facilitate many of the market intricacies, such as navigating the regulatory import 

requirements and distribution chains. Depending on the agent and the expectations of the 

winery, it can assist in marketing the product and ensuring its quality integrity. Many of the

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importers in the “Brazilian Wine Importers” section found at the end of this report are also 

distributors with either a wine boutique or a retail store location. 

Arrange Market Strategy and Fulfill Compliance Needs 

U.S. wineries that are successful in exports usually take one to two trips to the target 

country before making sales. The first visit is used to research and develop strategies for 

accessing the target markets, whether regional or sector-based (hotels, restaurants or 

retail). The same visit can be used to meet with importers in order to evaluate their 

operations before making a decision on whom to approach with a potential agreement. If 

necessary, the exporter will travel back a second time to finalize the arrangements with the 

selected importer/distributor and ensure that both they and the importer/distributor are 

ready to do business together. This step is oftentimes needed to ensure that all regulatory 

approval issues and import processes are addressed before orders can be solicited and 

subsequently fulfilled. 

Continue Market Promotion and Research 

The growing market opportunities in Brazil for U.S. wine exporters are primarily in the South 

and Southeast regions of Rio Grande do Sul and São Paulo; also major production regions. 

For wineries that are members of the Wine Institute International Program (based in San 

Francisco, CA), they can coordinate trade visits and market promotion with a group of 

participants. Additionally, representatives of USDA’s Foreign Agricultural Service (FAS) in 

Brazil share a common mission to promote trade with the United States. Representatives of 

USDA’s Office of Agricultural Affairs (OAA), headquartered at the U.S. Embassy in Brasília as 

well as those of USDA’s Agricultural Trade Office (ATO) at the U.S. Consulate General in São 

Paulo can offer free assistance with understanding the market and identifying future business 

opportunities. The FAS representatives can help U.S. wine exporters by supplying them with 

up-to-date market information, importer lists, and distributor data, as well as by endorsing 

U.S. Pavilions at trade shows and organizing various marketing events. The U.S. Alcohol and 

Tobacco Tax and Trade Bureau (TTB) has an International Trade Division and website 

(www.ttb.gov) that can similarly assist U.S. wineries and exporters with market information 

and regulatory compliance issues. 

Potential Risks 

There are several risks present when attempting to 

enter the Brazilian marketplace. These include: 

a) Uncertainty of government regulations. Over 

the past two years, the Brazilian Government 

has issued multiple regulations concerning wine 

producer registration, labeling and production 

processes. Most are implemented without 

advance notice and in the case of the 

production processes; no final rules have been 

published. 

b) Domestic and imported wine competition. Brazil 

NOTE: AS OF THE PREPARATION OF THIS 

REPORT, REGULATIONS CONCERNING 

WINEMAKING PRACTICES WERE BEING 

REVISED. NO FINAL RULE ON SUCH 

PRACTICES HAS BEEN PUBLISHED BY THE 

BRAZILIAN GOVERNMENT. THIS REPORT 

WAS DELAYED FOR SIX MONTHS 

EXPECTING NEW RULES TO BE 

AVAILABLE. THE AUTHORS RECOMMEND 

PRIOR TO SHIPMENT OF WINE TO BRAZIL 

THAT THE EXPORTER VERIFY WHAT 

REGULATIONS ARE IN PLACE.

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currently supplies much of the wine consumed within the country. The remainder is 

split between Chile and Argentina both enjoying trade tariff preferences and the 

European Union that subsidizes exports and production. 

c) Customs inconsistencies. As noted later in this report there are many border 

formalities necessary for the importation of goods. Those formalities are not 

consistently administered by the different ports of entry. It is recommended that an 

advanced ruling be requested from customs if the importer is not confident as to the 

classification, value and tax treatment of the wine. 

d) Other potential risks include current issues with contraband wine products that cross 

the border illegally, especially along the Southern border with Paraguay. These 

products reach the market at an unfair advantage; with costs lower than other 

importers can match. 

e) Potential new legislation to control alcohol abuse is also being considered. 

Geography and Domestic Wine Production 

Climate and Topography 

It is in the southern region of Brazil, with high temperatures during the day and cool low 

temperatures at night that is responsible for the quality and wide variety of grapes. 

Primarily, grape and wine production are centered in the Serra Gaucho Mountains located 

parallel 29° with average temperatures between 12°C in the winter months and 22°C during 

the summer. These mountains include the 

sub-region of Vale dos Vinhedos, Brazil’s first 

Geographical Indication. Production marches 

down from the mountains to the southern 

valleys. The southernmost state of Rio 

Grande do Sul produces over 55 percent of 

national grape production. Other well known 

wine producing regions of Brazil include the 

states of São Paulo, Paraná, Santa Catarina, 

Pernambuco and newly discovered Minas 

Gerais. 

Brazilian Winery Miolo, photo by Lethaargic/Flickr 

Vale do São Francisco 

The tropical state of Vale do São Francisco 

resides at 9° south latitude and with its dry 

climate makes it the only wine producing region 

requiring irrigation. The alkaline soil along with 

the climate conditions produces low yield 

grapes with high sugar levels. Producers in this 

region can harvest grapes two times a year.

WINE GRAPE PRODUCTION AREAS 

Source: Brazilian Wine Institute (IBRAVIN) 

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The subtropical southern regions presents prime viticulture climate. Brazil’s high quality 

sparkling wines are a result of the appropriate soil and weather patterns. However, wide 

climatic variations in grape producing regions caused more than a 15 percent decrease in 

overall grape production volume between the years of 2007 and 2009 and another 3.74 

percent decrease in 2010. 

Northern Region Potential 

According to the Brazilian Agriculture Research Center (EMPRAPA), there is high climatic 

potential for grape production in the northeast region of Brazil. Fine table grapes were 

introduced in the 20 th Century by the Italians and grown in the northeast Vale do São 

Francisco. Tonietto & Carbonneau 3 developed the Multicriteria Climatic Classification System 

(MCC System) on three regions of the northeast state of Minas Gerais over the course of two 

production cycles: October to March (spring-summer) and April to September (autumnwinter). 

The results showed all three regions to present unlimited grape-growing 

possibilities. The autumn-winter period presented two of the regions as moderately dry, 

warm and with temperate nights and the third region’s climatic condition as sub-humid, 

temperate and with cool nights. It would be no surprise to see a substantial growth in grape 

production in northern Brazil. 

3 TONIETTO, J.; CARBONNEAU, A. A multi-criteria climatic classification system for grapegrowing 

regions worldwide. Agricultural and Forest Meteorology, Amsterdam, v.124, p.81- 

97, 2004.

Government Production Policy 

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Brazil is fervently looking to wine production as a cash crop for their agriculture sector. 

According to the Brazilian Institute of Geography and Statistics (IBGE) 2010 data, total 

vineyards planted in Brazil reached 83.718 hectares in 2010 up from 82.584 hectares in 

2009. In 1875 Bento Gonçalves, a town in Rio Grande do Sul, received Italian immigrants 

producing mostly American and hybrid grapes, more robust than vinfera varieties. The 

Italian arrival marked the beginning of expansion for Brazil’s Wine Industry. Today, Bento 

Gonçalves is considered the “Wine Capital of Brazil” primarily producing Cabernet Sauvignon, 

Cabernet Franc, Sauvignon Blanc and Merlot. In recent years, wine production in Brazil has 

generated greater wealth and employment, with the increase in grape growers and large 

wine processors. In the 1970’s, a multinational group of wine producers arrived in Rio 

Grande do Sul bringing with them modern wine-processing technology and planting new 

vinifera varieties although non-vinifera grapes still account for 80 percent of production. 

Isabella is the predominant non-vinifera grape and its juice production is an important 

export. In Brazil, table wine refers to non-vinifera and fine wine is the recently planted 

vinifera. 

Today Brazil is the 5 th largest wine producer in the Southern hemisphere with 320 million 

liters. Production in Brazil is highly concentrated in the southeast states. The state of Rio 

Grande do Sul alone accounts for 54 percent of all Brazilian wine grapes produced. While 

there was an increase in vineyard planted areas in 2010, a combination of the global 

economic crisis and a poor harvest led to a 3.74 percent decrease in Brazilian grape 

production when compared to 2009. 

Grapes production in Brazil (in tons) 

State/Year 2007 2008 2009 2010 

Pernambuco 170,326 162,977 158,515 168,225 

Bahia 120,654 101,787 90,508 78,283 

Minas Gerais 11,995 13,711 11,773 10,590 

São Paulo 193,023 184,930 177,934 177,538 

Paraná 99,180 101,500 102,080 101,900 

Santa Catarina 54,554 58,330 67,546 66,214 

Rio Grande do Sul 705,228 776,027 737,363 692,692 

Brazil 1,354,960 1,399,262 1,345,719 1,295,442 

Source: IBGE (Brazilian Institute of Geography and Statistics) 

The table above illustrates the largest decrease in production took place in the Vale do São 

Francisco (Bahia state): 13.51 percent decrease from 2009, followed by Minias Gerais: 10.05 

percent decrease. The major wine producing region of Rio Grande do Sul realized a 6.06 

percent decrease in production. 

Presently in 2011, climate issues are leading to an increase in grape production. Grape 

growers and wine producers have invested heavily in the industry, which has led to 

increased quality and efficiency in production. Brazilian wine tends to be fresh and fruity 

with moderate to high alcohol content. The main grape varieties include Cabernet 

Sauvignon, Merlot, Moscato and Chardonnay (source: EMBRAPA). Because of its high quality

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and growing popularity, there was a 10.73 percent growth in sales for sparkling wine in 

2010. Muscat sparkling wine saw a 16.71 percent increase in sales in the same year. 

Major Wineries 

The major players and their production volumes are as follows: 

Domestic Wine Producers (2009) 

Million 

Liters 

Casa Di Conti Ltda 19.4 

Cooperativa Vinícola Aurora Ltda 17.6 

Vinhos Salton SA Indústria e Comércio 13.0 

Bacardi-Martini do Brasil Indústria e Comércio Ltda 10.3 

Vinícola Miolo Ltda 7.4 

All Others 256.7 

Total 324.3 

Source: Euromonitor 

The top five leading wine producers share 20 percent of the total wine production in Brazil. 

The top producer, Casa Di Conti Ltda, maintains a six percent share of the market. 

Domestic Wine Producers 

Casa Di Conti Ltda 

Estimated Production: 19.4 Million Liters 

Casa Di Conti has been in the market since 1947. It began making liquors, but has reached 

its level of success producing Vermouth. Its products have gained notoriety throughout Latin 

America. The company is located in the city of Cândido Mota, in the countryside of São Paulo, 

with an industrial area of 135.000 m². The company is dedicated to customer satisfaction 

and social responsibility. http://www.contini.com.br/1.0/ing/ 

Cooperativa Vinícola Aurora Ltda 

Estimated Production 17.6 Million Liters 

On February 14, 1931, sixteen families of grape growers in the municipality of Bento 

Gonçalves, in the southern mountains, met to lay the cornerstone of what would become the 

biggest enterprise of its kind in Brazil: The AURORA COOPERATIVE WINE. Aurora has been 

producing grapes much the same way as the Italian immigrants who originally settled in the 

region in 1875. From 1998 to 2007, Aurora has won over 200 awards, all with the seal of the 

OIV. http://www.vinicolaaurora.com.br/default.asp 

Vinhos Salton SA Indústria e Comércio 

Estimated Production: 13 Million Liters 

The company was formally established in 1910, when brothers Paul, Angelo, John, Cesar, 

Luiz Antonio and Salton, incorporated the work of their father, Antonio Domenico Salton, an 

immigrant who vinified informally, like most Italians in the region. The brothers began to 

engage in the cultivation of grapes and the making of wines, sparkling wines and vermouth, 

with the name Paul Salton & Brothers, the Center for Bento. Nearly a century later, Salton is

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recognized as one of the major wineries in the country and celebrates being familiar and 100 

percent Brazilian. http://www.salton.com.br/novo/home.aspx 

Bacardi-Martini do Brasil Indústria e Comércio Ltda 

Estimated Production: 10.3 Liters 

Vinícola Miolo Ltda 

Estimated Production: 7.4 Million Liters 

The winery began producing bulk wine for sale in 1989 and started bottling with a family 

name in 1994. The company faced growing demand and was forced to develop a plan to 

sustain the growth. The Miolo Wine Group was established in 2006 to assemble a line of 

more than 70 products from national and international partnerships. The group’s goal was to 

formulate a line of products with a variety of qualities that can reach many different 

segments. The group today has eight projects: Vinícola Miolo (Vale dos Vinhedos, RS), 

Fortaleza do Seival Vineyards (Campanha Gaúcha, RS), RAR (Campos de Cima da Serra, 

RS), Lovara Vinhos finos (Serra Gaúcha, RS), Fazenda Ouro Verde (Vale do São Francisco, 

BA), Costa Pacifico (Chile), Osborne (Spain and Portugal) and Los Nevados (Argentina). 

http://www.miolo.com.br/en/company/miolo_wine_group/ 

Brazilian Wine Market 

Highlights 

With over 203 million citizens and a 2010 GDP of over $2 trillion, 

Brazil is truly a sizable market. Since 2003, Brazil’s economy has 

grown increasingly stable through a commitment to fiscal 

responsibility by building up foreign reserves, reducing its debt 

profile and adhering to an inflation target. Brazil’s debt was 

granted investment grade status but like many of the world’s 

economies, Brazil suffered during the recent economic crisis with 

a decline in global demand for Brazilian goods. The economy grew by 7.5 percent, a rate 

unmatched since 1986. Since the currency started 2010 strong and ended it stronger, a 

GDP of 3.675 trillion Reals converted at the year’s average exchange rate into US $2.089 

trillion. This meant that Brazil overtook Italy to rank as the world’s seventh-biggest 

economy. Income per head in Brazil has surpassed that in Mexico. 

The Brazilian consumers have led the way to economic expansion, as the growing middle 

class stocks up on status symbols and domestic comforts once out of their reach. The export 

recovery has stimulated lower unemployment rates, higher monthly incomes and an overall 

rise in the middle class. All of these factors contribute to larger expendable incomes. As the 

home to the 2014 World Cup and the 2016 Summer Olympics, it is expected that increased 

interest and investment by the government to accommodate those international events will 

lead to further economic growth and greater consumer demand. 

Consumers are loyal to brands; including the low income population. More well-off 

consumers pay particular attention to quality, after-sales service and the company's social 

commitment (protection of the environment, sanitary standards, etc.) National pride is 

reflected in consumer habits, but Brazilians remain attached to foreign products as exterior 

signs of wealth (technological equipment, American sports brands, etc.) Consumption

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among the majority of the population is turned towards food and housing. The Brazilian 

consumer is more demanding and selective. He is aware of quality, the price of goods and 

special offers. Brazil is a dual economy, in which the upper classes distinguish themselves by 

consumption close to that of the United States and Europe, while the poorer people have to 

be careful with prices and buy almost exclusively on the unofficial market. Access to credit 

is increasing, especially among the middle classes and in spite of some of the highest 

interest rates in the world. Everything is bought on credit: real estate, household appliances 

and brand name clothes. Many shops offer to spread payments over a period of time, 

sometimes without charging interest. 4 

While it is only natural that wine exporters would like to tap into the Brazilian economy, there 

are a variety of barriers. The Brazilian government currently has both tariff and non-tariff 

barriers that are not easily overcome. Furthermore, as a result of the advantages of free 

trade agreements, Chile and Argentina have been able to export at substantially lower costs, 

and as of 2010, together comprise over 57 percent of all wine imports. Consumers, however, 

are open to emerging trends, which may represent an opportunity for the U.S. to move up 

from its current status as the 10 th largest wine exporter to Brazil, importing $1,415,977 in 

2010 under Harmonized Code 2204- Wines of Fresh Grapes 5 . 

Euro Monitor reports: that alcoholic drinks experienced strong growth in 2010 driven by the good 

performance of all sectors, in particular beer, which accounts for some 87% of overall volume sales. 

Beer benefited from increasing disposable incomes among lower-income brackets and steady 

unemployment rates combined with the consumer interest in the FIFA World Cup held in South Africa 

boosted sales in June and July, a period of the year when demand is typically lower compared to the 

summer season. 

Growing Investments in Premium Alcoholic Drinks 

With improvement in the purchasing power of most Brazilians, growing demand for higher quality 

products was evident over the review period. As a result, alcoholic drinks manufacturers invested in 

expanding their portfolios with premium products such as Cervejarias Kaiser do Brasil which 

introduced Amstel Pulse (Netherlands), Birra Moretti (Italy), Edelweiss (Austria), Murphy’s Irish Stout 

and Murphy’s Irish Red (Ireland) in early 2010 and Cervejaria Petrópolis, which partnered with a 

German brewery to produce and distribute Weltenburger beer locally. In addition, growing sales of 

premium brands such as Absolut, Wyborowa and Stolichnaya were evident in vodka, and Ypióca Gold 

and artisanal products in cachaça. 

Ambev Continues To Grow In 2010 

AmBev (Cia Brasileira de Bebidas) is the outright leader in alcoholic drinks due to its leading position 

in beer. The company has a wide portfolio of beer in the standard and premium segments and it 

continued to experience growth in 2010 despite the acquisition of Cervejarias Kaiser do Brasil by 

Heineken and strong investments of Schincariol Participações e Representações and Cervejaria 

Petrópolis in expanding their portfolios with Devassa (Schincariol) and Petra and Weltenburger 

(Cervejaria Petrópolis). 

4 www.laposte-export-solutions.co.uk/uk 

5 http://www.gtis.com/gta/secure/gateway.cfm

Shift to Off-Trade Spurs Sales In Supermarkets/Hypermarkets 

14 


The shift in consumption of alcoholic drinks from the on-trade to off-trade channels was very positive 

for supermarkets and hypermarkets which increased shelf space given over to alcoholic drinks, 

particularly beer. Additionally, investment by manufacturers in diversifying packaging sizes of beers 

such as 1-litre glass bottles, 473ml/269ml/210ml metal beverage cans and 5-litre kegs to cater to 

consumers’ different needs also contributed to spur sales in grocery retailers. 

Optimistic Outlook for Alcoholic Drinks 

Alcoholic drinks is expected to show significant growth over the forecast period as disposable incomes 

will continue to improve among socioeconomic groups 6 C, D and E and unemployment rates will 

remain steady. Beer will continue to sustain growth of alcoholic drinks in the near future but it is 

estimated that wine, driven by still light grape wine and sparkling wine, and spirits such as whiskies 

and vodka will experience strong growth from 2010 to 2015 as Brazilian consumers expand their 

consumption habits in alcoholic drinks. 7 

Economical Segments 2008 

Source: http://www.propertybrazil.com/news/the-emerging-middle-class-in-brazil-25 

6 

The Brazilian economical classes are segmented according to monthly household income levels as follows: 

Class A&B: + 4807 R$ 

Class C : 1116 - 4807 R$ 

Class D: 804 - 1115 R$ 

Class E: Under 804 R$ 

As can be seen, class A & B make up the upper income classes; class C is the "official" middle class; class D 

constitutes the lower middle class and class E is the lowest income segment. 

7 Source: Euro Monitor

Alcohol in Brazilian Culture 

15 


Since the early 2000s, wine consumption and tasting have become much trendier among 

Brazilians. This has made consumers more knowledgeable and has led to increased 

consumption, especially New World wines of South America. In 2001, the Brazilian Wine 

Institute (IBRAVIN) conducted research to evaluate consumers’ wine preferences. At that 

time, it was determined that there were three categories of wine consumers: light users (1/2 

bottle per month); medium users (1-3 bottles per month); and heavy users (more than 3 

bottles per month), representing 36 percent, 54 percent and 10 percent of buyers, 

respectively. Medium users tend to be 40 years of age and in the middle class, with an even 

distribution of men and women; more than half have university degrees. It was determined 

that income and education don’t affect consumption patterns while sex and age do. Men 

tend to be heavier drinkers, while females tend to be lighter drinkers. Consumption also 

tends to increase with age. Light drinkers tend to drink on holidays or in the winter. 

Brazilians tend to consume mostly still wines and sparkling wines. Among still wines, red 

wine is the most popular. While vermouth and dessert wines have been popular in the past, 

consumption has been slowing and is expected to continue to decline as such types are not 

nearly as popular among young consumers. As a result, there are limited marketing 

campaigns to promote these products. Wine education is starting to see growth amoung 

Brazilians and more consumers are familiarizing themselves with wine quality and type. 

Wine economists expect a growth in reserve wine sales in 2011. In fine wines, the most 

common varietals are Cabernet Sauvignon, Merlot and Pinot Noir for still red wine, with 

esteem rising for Malbec and Shiraz. Chardonnay, Moscato and Sauvignon Blanc are the 

most popular varietals for still white wine and other sparkling wine. 

In Brazil, 750ml glass bottles are the most common form of packaging, accounting for 95 

percent of wines. Some manufacturers have invested in alternative packaging such as PET 

bottles and bag-in-a-box to reduce costs and promote sales to the younger generation. 

However, these pack types represent no more than 2 percent of volume sales. Salton 

released a 187ml glass bottle to stimulate sales amongst club and bar patrons. However, 

wine purchasing tends to take place mostly in supermarkets and specialty stores. 

In June 2008, the federal government enacted a law that established new rules for drink 

driving and sales of alcoholic drinks in highways located in rural areas. Law 11705/08, also 

named “Lei Seca” (Dry Law), prohibited sales of alcoholic drinks in restaurants, bars and 

any other establishment located in highways outside urban areas. This Law also changed 

the tolerance of drink driving from 0.6 mg/litre to 0.1 mg/litre. Drivers who are caught 

under the influence of more than 0.1 mg/litre will be subject to a fine of R$955, detention of 

their vehicle and withdrawal of their driving license for one year. For those who are caught 

with alcohol levels of over 0.6 mg/litre, the driver will also be taken into custody from six 

months to three years, with bail fixed between R$300 and R$1,200.

Domestic Marketing 

16 


In 2008, IBRAVIN (Brazilian Institute of Wine) and key players of the wine industry 

invested in an advertising campaign to promote national brands of still light grape wines 

and highlight the high quality of Brazilian wines. There are also efforts to increase exports of 

still light grape wines and sparkling wines through a project called “Wines of Brazil”, a 

partnership between wine manufacturers and APEX (Brazilian Agency of Promotion of 

Exports and Investments). Sparkling wines still account for the majority of exports reaching 

665 tonnes in 2007. 

Declining sales of table wines and competition with Chilean and Argentinean still light grape 

wines will lead domestic manufacturers to increase investment in a wide product portfolio of 

fine wines with brands positioned as low-, mid- and high-end as part of the strategy to 

remain competitive and cater to the different demands of high-income consumers and mid- 

/low-income consumers. For wealthier consumers, the grape varietal type and origin of the 

wine are important attributes, while price followed by origin are the most important criteria 

for lower-income brackets. 

The competition between imported and national wines will persist until the Brazilian 

government, trade associations and key domestic manufacturers adopt an agreement about 

the import tax charged to Chilean and Argentinean governments or subsidies provided by 

the Brazilian government to protect domestic companies. Meanwhile, the wine industry will 

have to maintain investments in economy products and/or marketing campaigns to increase 

the visibility of their products. 

Investment in smaller packaging for sparkling wines and still light grape wines such as Salton 

might be a good strategy to stimulate young consumers to trial different alcoholic beverages, 

especially in the on-trade since the sector faces resistance from consumers between the ages 

of 18 and 25 that frequently prefer beverages such as beer, vodka and RTDs. 

U.S. Wines in Brazil 

Current U.S. Exports 

In 2010, U.S. wine sales to Brazil totaled $1,415,977 8 ; however, this represented a 

miniscule percentage of the wine import market. Over the last three years, Brazil has 

imported approximately 6.5 million cases (12 bottles of 750ml each) of wine per year, which 

represents US$ 196 million FOB of annual imports. The U.S. share of those imports is less 

than one percent. Although Brazil’s population is approximately 203 million, wine 

consumption per capita for 2010 was 1.8 liters. This small figure presents definite 

possibilities for market expansion. The United States Department of Agriculture, Foreign 

Agricultural Service (FAS) prepared a list of best import prospects based on Brazilian 

consumption patterns. According to the FAS market trend evaluation, wine ranks second on 

the list of potential increase. 

8 http://www.gtis.com/gta/secure/gateway.cfm

Product Imports 

in 2009 

Dairy Products US$ 366 

mi 

Wine US$ 176 

mi 

Processed Fruit 

and 

Vegetables 

Fish/Seafood 

products 

Food 

Preparation 

products (HS 

Codes 21.03 

and 21.04) 

US$ 500 

mi 

US$ 501 

mi 

US$ 20 

mi 

Import Tariff 

Rate 

Depends on the HS 

Code. Ranges from 

14% to 28% 

Key Constraints to 

Market Development 

U.S. has to overcome tariffs 

and high transportation 

costs compared to tariffs 

applied to Mercosul member 

countries. 

20% U.S. has to overcome tariffs 

and high transportation 

costs compared to tariffs 

applied to wines from 

Mercosul member countries 

and Chilean wines. 

Investments in marketing 

are also needed. 



10% to 18% 



10% to 16% 



16% to 18% 

Argentina is the largest 

exporter with a share of 

31% of total sales. U.S. has 

to overcome tariffs and 

transportation costs. 

U.S. has to overcome tariffs 

and U.S. transportation 

costs. Investments in 

marketing are 

also needed. 

U.S. is the top supplier of 

food preparation products 

with a share 

of 34% of total imported 

value. 

17 


Market Attractiveness 

for 

USA 

From January-October, 

2010 imports increased 

20% compared to the 

same period in 2009. 

In 2009, wine imports 

increased 108%. Brazilian 

consumers are open and 

receptive to wines from 

new origins and varieties. 










2010 imports increased 4% 

compared to the same 

period in 2009. 

A turn in Brazilian consumption patterns shows an increase in wine educated drinkers 

interested in purchasing New World wines. More affluent consumers are expanding the 

market possibilities for United States winemakers. 

Ability of US Brands to Penetrate the Market 

Brazilian wine imports have grown to a great extent in the past decade. South American and 

EU wine suppliers have well-established positions and customs duty preferences, making it 

difficult for other countries to penetrate the market. The current situation for wines of the 

United States could be considered difficult but not insurmountable. Brazilian wine importers 

stated that the current exchange rate and the rise in income of Brazilian citizens increase the 

attraction to purchase U.S. wines. The exceedingly high rate of imported Chilean wines only 

proves consumer interest in New World wines, a positive indicator for the United States. 

According to the Secretary for External Commerce from the Ministry for Development, 

Industry and Commerce (SECEX/MDIC), the growth of U.S. wine exports to Brazil was larger 

than the average growth of imported wines in containers of less than two liters. This means 

that over the course of five years, between 2005 and 2009, U.S. wine exports increased 187 

percent against an average growth of 108 percent of all imported wines in the same period. 

The United States ranked 2 nd only to France for the largest market growth. Thankfully, 

Brazilian consumers are open to emerging trends, leading to significant growth opportunities 

for imports of New World wines. This openness should provide excellent opportunities for 

U.S. wines in the near future.

The Effect of Brazilian Trade Policy on Imported Wine 

18 


Brazil is a party to a plurilateral free trade agreement called MERCOSUR. This agreement 

represents the Southern Cone Common Market. Countries involved in the agreement 

include Argentina, Brazil, Paraguay and Uruguay with Chile as an associate member. 

MERCOSUR created a customs union between member countries that provided for the 

elimination of certain trade barriers at the end of 1995. A common external tariff has been 

implemented upon all products coming in from outside the region. The mutual tariffs set for 

wine by the parties’ trade agencies were imposed at 20 percent. 

Argentinean producers profit in sales to Brazil since their wines are exempt from import 

tariffs under the MERCOSUR trade agreement. Because of this, Argentinean producers 

began intensely marketing their neighbor country. Even Chilean wines have enjoyed a 

decrease in import tax through a bilateral trade agreement with Brazil that will reach tax 

exemption in 2011. In 2006, the Brazilian government agreed to reduce import taxes from 

27 percent to zero percent in exchange for the Chilean agreement to purchase buses from 

Brazil for the widening tourism movement. These tax benefits have increased the 

popularity of Argentinean and Chilean wines while harming domestic sales and other 

imported wines at the same time. 

Consumption Analysis 

Value and Volume Estimates 

For 2009, Brazilian wine consumption was 310.5 million liters, at a value of US $2,970 

million. Consumption for 2011 is estimated at 314 million liters, and consumption for 2014 is 

estimated at 332.9 million liters. On a per capita basis, Brazilians consume 1.8 liters of wine 

per annum, a small figure compared to the neighboring country of Argentina at 23 liters per 

annum. Economists recognize a steady 10 percent increase in consumption in both 2009 

and 2010 and predict there will be a similar increase in 2011 and 2012. 

Brazilian Wine Consumption 

Table A 

Brazilian Wine Consumption- Historical and Projected 

By Volume (million liters) 

Year Total Imported Domestic 

2004 341.00 64.40 276.60 

2005 395.30 39.50 355.80 

2006 375.10 49.90 325.20 

2007 363.50 59.60 303.90 

2008 344.90 56.60 288.30 

2009 324.30 57.80 266.50 

2010 310.50 73.70 236.80

2011 314.00 

2012 319.20 

2013 327.00 

2014 332.90 

Source: Euromonitor- Passport 

Table B 

19 


Brazilian Fine Wine Market 

YEAR/PRODUCT 2006 2007 2008 2009 2010 

NATIONAL 25,085 23,130 23,120 23,019 24,670 

IMPORTED 46,371 57,629 54,410 55,927 75,051 

TOTAL GRAPEVINES 71,456 80,759 77,530 78,946 99,721 

IMP. PARTICIP./TOTAL (%) 64.89 71.36 70.18 70.84 75.26 

Source: UVIBRA (Brazilian Grape and Wine Producers Association); IBRAVIN (Brazilian Wine Institute) and MDIC 

(Minstry of Development, Industry and Foreign Trade) 

Created by: Loiva Maria Ribeiro de Mello – Embrapa Uva e Vinho (Grape and Wine) 

It is important for third country producers to note imported fine wines (Table B) accounted 

for 75.26 percent of the total 100 million liters of fine wines sold in Brazil’s 2010 market. 

However, both Table A and Table B show Brazilian wine consumption trends to be somewhat 

unpredictable. Consumption totals of imported and domestically produced wines tend to 

fluctuate from year to year. A variety of factors affect consumption totals. Emerging 

demands for imported wines are often hindered by new barriers to trade, and with much of 

the market demand for wine met by domestic production (which is highly concentrated in 

one region, Rio Grande do Sul), a poor crop can drastically affect the market. National fine 

wine has thus-far been unable to meet demand. The economic crisis clearly affected the 

Brazilian wine industry, but analysts predict that consumption totals will continue to grow in 

the future, consistent with the rise of the middle class. 

Wine Consumption According to Price Structure 

Still Wine Consumption by Price Range (USD) in Million Liters 

2004 2005 2006 2007 2008 2009 

$0-$5.60 94.0 104.5 93.5 82.9 74.0 65.4 

$5.60-$13.43 110.4 135.3 130.3 128.5 122.2 115.9 

$13.43-$22.39 10.6 13.9 13.6 15.8 15.9 15.1 

$22.39+ 11.7 14.7 14.5 14.8 14.5 13.8 


It is apparent from the table above that Brazilian consumers strongly prefer moderately 

priced and less expensive wines. For 2009, over 86 percent of still wines consumed cost less

20 


than $13.43. This is consistent with the idea that the rising middle class is consuming alcohol 

and the idea that most of the wine consumed is produced either domestically or in other 

South American Countries, keeping tariffs and transportation costs low. 

Wine Consumption for 2009 By Wine Type (Still Wines) 

Still Light Grape Wine Consumption 2009 (by type) 

By Volume (million liters) 

Color Total 

Red 217.3 

White 45.9 

Rose 4.5 

Total 267.7 


Brazilians clearly have a strong preference for red wine. Of the red wines, Cabernet 

Sauvignon enjoys the dominant share with 71.6 million liters. Malbec and Merlot are also 

very popular grape varieties, with 22.5 and 24.3 million liters respectively. Of the white 

wines, Chardonnay is most popular with 21.5 million liters. 

Partner 

Country 

Wine Consumption Data for Imports 

Brazil Import Statistics 

Commodity: 2204, Wine Of Fresh Grapes, Incl Fortified; Grape Must O/T Heading 20.09 

Unit 

Calendar Year: 2008 - 2010 

2008 2009 2010 

USD Quantity USD Quantity USD Quantity 

World L 185,836,478 56,593,564 196,049,568 57,848,119 251,549,238 73,767,146 

Chile L 50,982,411 18,177,493 61,563,326 21,961,881 73,239,549 25,957,208 

Argentina L 40,476,584 15,297,016 41,255,809 14,752,051 55,715,290 18,046,478 

France L 27,048,955 3,051,254 28,840,407 2,973,740 35,805,532 3,577,296 

Italy L 28,853,317 10,704,938 26,076,286 9,055,564 33,452,731 12,960,301 

Portugal L 24,100,160 6,233,933 23,980,957 5,972,013 29,947,461 8,057,888 

Spain 

South 

L 7,215,868 1,239,690 7,627,607 1,411,411 10,618,202 1,989,727 

Africa L 1,182,329 315,459 1,973,912 498,107 3,637,693 939,835 

Uruguay L 2,097,911 880,192 1,963,590 748,045 

3,225,363 1,254,517 

Australia 

United 

L 1,252,014 196,777 1,000,788 213,247 1,876,543 345,808 

States L 577,322 77,536 728,777 92,535 1,415,977 220,637 

Source: worldtradestatistics.com/gta

Import Market Shares by Country of Origin 

21 


The chart above clearly demonstrates the dominance of Chilean and Argentinean wines 

imported into Brazil. Both countries have seen their wine exports increase in value in the 

past three years. Chile controls 29 percent of total imports at an average FOB price of US 

$25.20 for a 9 liter case and Argentina maintains 22 percent at FOB US $23.50. Together, 

Chile and Argentina account for 57 percent of the imported wines to Brazil. The wine 

producers of the European Union follow distantly, yet maintain their positions as a result of 

established and recognized brands. The United States and some other New World wine 

producers, South Africa and Australia, have yet to fully actualize their potential in the 

market. The United States, the 10 th largest exporter, showed significant increases in both 

quantity and value from 2009-2010. The table below shows Chile and Argentina maintaining 

over 57 percent of wine import value, while the US currently holds a meager 0.56 percent. 

Brazil Trade Report 

Import Market Shares by Country of Origin 

1. Chile 29.12% 

2. Argentina 22.15% 

3. France 14.23% 

4. Italy 13.30% 

5. Portugal 11.91% 

10. US 0.56 % 

worldtradestatistics.com/gta 

Brazil has realized the potential benefits of international cooperation and has made efforts in 

recent years to open its markets to international trade. Brazil’s trade policy is focused on 

membership in multinational organizations. Brazil is an original member of the World Trade 

Organization and is an active participant and leader, especially for developing countries. 

Brazil grants MFN status to all of its trading partners and over 75 percent of Brazilian trade 

is done with these partners. 

Brazil is also very focused on collaborative regional trade. Brazil is one of the founders of 

the Southern Common Market (MERCOSUR), which represents over 250 million people and 

three-quarters of South American economic activity. The other full members include 

Argentina, Paraguay, and Uruguay. Bolivia, Chile, Colombia, Ecuador, and Peru hold 

associate member status which allows them to join free trade agreements, but remain 

outside the customs union. Venezuela is on the cusp of becoming a full member, pending 

ratification. MERCOSUR has pursued different trade negotiations with Israel, India, South 

Africa, Egypt, the Gulf Cooperation Council, Jordan, Morocco, Turkey and the European 

Union, though each has met difficulties in ratification and implementation. Several 

MERCOSUR leaders reject the idea of potential US free-market policies.

22 


Other trade organizations of which Brazil is a member include the Global System of Trade 

Preferences among Developing Countries (GSTP), Multilateral Investment Guarantee Agency 

(MIGA), and Organization for Economic Cooperation and Development (OECD). 

Brazil’s trade policy drastically affects its wine imports and the potential for US wines. In 

2006, Brazil and Chile signed an agreement to gradually eliminate import taxes reaching 

zero percent by 2010. In exchange, Chile agreed to purchase Brazilian buses. As members 

of MERCOSUR, Argentina and Brazil share zero percent import taxes. This explains the high 

concentration of these wines in Brazil from previous sections of this report. 

Trade Balance 

Grape, Grape juice, wine and by-products exports and imports balance: amounts in 

USD 1,000.00 (FOB) – Brazil 2008/2010 

Product 2008 2009 2010 

Quantity USD Quantity USD Quantity USD 

Exports 

Fresh grapes (t) 82,242 171,456 54,560 110,574 60,805 136,649 

Grape juice (t) 6,623 15,174 5,860 12,621 3,098 8,048 

Table wine (1,000 L) 10,346 7,118 25,514 8,941 10,067 5,297 

Sparkling wine (1,000 

L) 355 548 190 347 320 1,335 

Total 

194,296 

132,483 

151,329 

Imports 

Fresh grapes (t) 12,565 14,849 18,655 21,697 24,794 36,075 

Raisins (t) 20,146 34,973 22,656 32,648 25,919 50,664 

Table wine (1,000 L) 54,410 165,692 55,927 176,396 70,737 223,080 

Sparkling wine (1,000 

L) 3,502 20,144 3,200 19,473 4,314 27,961 

Grape juice (t) 185 227 43 52 - - 

Total 

BALANCE 

235,885 

-41,589 

Source: MDIC (Ministry of Development, Industry and Foreign Trade) 

Created by: Loiva Maria Ribeiro de Mello - Embrapa Uva e Vinho (Grape and Wine) 

250,266 

-117,783 

337,780 

-186,451 

Imported wine sales are higher than domestic sales by a large margin, proving Brazil to be a 

targetable consumer market. In 2010, imported wine totaled $251.5 million. There was a 

26.48 percent increase in wine imports quantity with an average price of USD 3.15 per liter. 

The table above shows Brazil to hold a USD 186.451 million deficit due to an increase in 

imports in all items and a reduction in exports.

Import Procedures 9 

Customs Clearance 

23 


In order to export wine to Brazil, U.S. exporters must have the following documents: 

• Pro forma invoice (including product information, form of payment, method of 

transportation, etc.) 

• Commercial invoice (this is required to clear the products through Customs. The 

commercial invoice should include U.S. exporter and Brazilian importer information, 

quantities, brands, net and gross weights of the package, country of origin, 

destination country, payment conditions, etc.) 

• Air Waybill or Bill of Lading 

• Certificate of Origin and Analysis 

It is essential for the U.S. exporter to establish a good working relationship with a Brazilian 

importer. The importer accepts a pro forma invoice by the exporter then applies for an 

import license (LI) before any shipments can enter Brazil. The license is obtained through 

the SISCOMEX electronic system and must be approved by MAPA before any shipment is 

made. Once the import license is obtained, the importer must register the Import 

Declaration at SISCOMEX. The Import Declaration contains importer information, data on 

the cargo and bonded storage, etc. The importer will then notify the exporter and provide 

“embarkation instructions” for wine shipment. When the wine arrives in Brazil, the importer 

must have goods physically reviewed by a MAPA official, pay duties and taxes and have all 

required information for the customs inspection before the release of the product. 

The following table lists the procedures necessary and the number of days spent on each for 

importing standardized cargo of goods into Brazil. Wine requires some additional 

documentation. 

Import Procedures (2010) 

Nature of Import Procedures Duration (days) Cost (USD) 

Documents preparation 8 330 

Customs clearance and technical control 4 250 

Ports and terminal handling 3 300 

Inland transportation and handling 2 850 

Totals 17 1730 

World Bank. Doing Business in Brazil 2011. Washington, DC. www.doingbusiness.org 

Standard Import Documents 10 

9 For a more detailed description of import procedures see http://www.usdabrazil.org.br/home/pdf/rw_wine.pdf 

10 (World Bank. Doing Business in Brazil 2011. Washington, DC. www.doingbusiness.org) (US Agricultural Trade 

Office (ATO) of USDA/Foreign Agricultural Service in Sao Paulo, Brazil Wine Market Access Project). 

www.usdabrazil.org.br)

24 


The following is a list of exporter documents necessary to import a standardized cargo of 

goods into Brazil, taken from both the World Bank’s report Doing Business in Brazil 2011 and 

USDA’s Sao Paulo Agricultural Trade Office Wine Market Access Project: 

• Copy of Bill of lading 

• Certificate of analysis and certificate of Origin 

• Aging certificate (if necessary) 

• Cargo release order 

• Commercial invoice 

• Customs Import Declaration 

• Foreign Exchange Authorization 

• Packing list 

• Technical Standard/ Health Certificate 

Product Certificates 11 

All wines exported to Brazil must be accompanied by a certificate of origin and a certificate of 

analysis. A Letter of Free Sale from TTB substitutes for the certificate of origin. Since the 

regulations define wine as 14 percent or less, for any wine above 14 percent alcohol a 

Certificate of Typicity is required. The certificate is to clarify that the higher alcohol content 

is because of the wine appellation’s soil and climate conditions. In recent regulations, MAPA 

requires exporting countries to provide a formal list of government accredited entities eligible 

to issue certificates of origin and analysis. Certificates from Chambers of Commerce are no 

longer eligible sources. MAPA provides models of the forms presented in Normative 

Instruction no. 54/2009, ANNEX VIII (see Appendix II). Both certificates must be signed and 

stamped upon importation. A list of eligible entities is made available on MAPA’s web site 

(https://www.agricultura.gov.br/). 

Labeling Requirements 

The following information is required by Brazilian law to be placed on labels of alcohol 

beverages. For a product whose label is not in the Portuguese language, an adhesive sticker 

can be placed on the original label containing all the required information: 

• Brand name of product 

• Type of product 

• Net contents (in metric units) 

• Importer’s name, address and corporate ID number 

• Producer or Manufacturer’s name and address 

• MAPA Registration number of importer 

• Country of origin 

• Alcohol content (% alc. by volume) 

• List of ingredients 

• Lot identification code 

• Storage care 

11 See Appendix I for Regulations Concerning Oenological Practices

25 


• Period of validity (if applicable) 

• Gluten declaration: “Contém Glúten" (Contains Gluten) or “Não contém Glúten” (Does 

not contain Gluten) 

• Warning statement must be declared in bold letters on labels for beverages with 

alcohol content above 13 percent alcohol by volume: “Evite o consumo excessivo de 

álcool” (Avoid excessive consumption of alcohol). 

The exporter should forward a sample of the package to the importer in order to confirm 

label compliance. 12 

Tax and Duty Structure 

Importing wine to Brazil is met with a significant tax burden. Imported U.S. wine is subject 

to a 27 percent import duty for bottles containing two liters or less. Other wine categories 

(over two liters) like most other imported goods have only a 20 percent tariff. Brazilian 

Federal authorities view bottled wine as a luxury good imposing a higher duty. In addition, 

the following taxes are imposed on a cumulative “compounded” basis with the value added 

tax imposed on the total “tax paid” value. 

HS Code Duty Applied On Taxes Applied On 

2204.21 27% CIF 40% IPI (industrial products tax) CIF + Duty 

7.6% COFINS (social security tax) CIF + duty + IPI 

1.65 PIS (social security tax) CIF + duty + IPI 

17% ICMS (Merchandise circulation 

tax) CIF + duty + IPI + (PIS + COFINS) 

1% Miscellaneous Tax CIF 

25% VAT CIF and all of the above 

Government Agencies Regulating Alcohol 

In Brazil the Secretariat of Agricultural Protection (SDA) and the Ministry of Agriculture, 

Livestock and Food Supply (MAPA) have authority over domestic and imported plant 

products and by-products. Within the SDA, the Department of Plant Origin Products 

Inspection Service (DIPOV) enforces federal law regarding the registration, compliance and 

labeling of beverages (including distilled spirits and wine, soft drinks and juices). With the 

recent rise in imports, the General Coordination for Wines and Beverages (CGVB) was 

created to oversee wine and beverages. Inspections at points of entry are overseen by the 

General Coordination for International Sanitary Inspection of Agriculture and Livestock 

(CGVIG). 13 

12 http://www.ttb.gov/itd/brazil.shtml#REQUIREMENTS 

13 FAS GAIN Report BR10010

Marketing Analysis 

Organized Retail 

26 


In regard to food distribution in Brazil, retailers are the majority sector. There are 

approximately 78,300 retail stores according to the Brazilian Supermarket Association 

(ABRAS). Of the top 500 supermarkets, the three largest (percentage share of gross sales, 

2009) are - Pao de Acucar: 21.5 percent; Carrefour: 21.0 percent; Walmart: 16.2 percent. 14 

Recently, retail chains have shown interest in purchasing wines directly from wineries. This 

new endeavor will avoid the three-tier system involved in buying wines from importers and 

distributors. Direct shipment could reduce the retail price significantly, allowing the end 

consumers to expand their purchasing options. This will broaden the exposure of New World 

wines to a large range of consumers. 

Brazilian Wine Importers 

Of direct imports, the most prominent players are the groups Carrefour, Companhia 

Brasileira de Distribuição, Walmart, Sonae, Sendas and Casa Santa Luzia. Most of the 

major specialized importing companies, such as Expand, Mistral or Interfood, are based 

in São Paulo. Expand is the largest wine importer in Brazil and currently represents 

2,500 labels. 

Retail chains have recently shown more interest in purchasing wines direct from wineries 

without having to buy from importers and distributors. Wineries currently selling to Walmart 

or Carrefour should contact their buyers to determine the opportunities for direct sales. 

Name: Carrefour 

Address: Av Marechal Deodoro, Anápolis - GO, 75103, Brazil 

Website: www.carrefourbairro.com.br/ 

C.E.O: Lars Olofsson 

Established In: France 

Major Brands: Atacadao 

Description About the Company: Carrefour S.A. operates 67 hypermarkets, 81 

supermarkets, and hard discount and convenience 

stores primarily in Europe, Latin America, and Asia. 

14 Brazilian Food Processors’ Association (ABIA)

Distribution (National, local, 

regional): 

Market (Retail, HoReCa, 

Wholesale): 

27 


The supermarkets provide non-food ranges, such as 

apparel, culture and leisure, and tableware products. 

Its hard discount stores offer non-food items, fruits, 

vegetables, meat, fish, and snacks; and convenience 

stores provide products for preparing meals, 

including fresh produce and a butcher’s department; 

ready-to-eat products and daily items; and mobile 

phone top-up vouchers. In addition, the company 

operates as a wholesaler for catering and food 

industry professionals; and provides online shopping 

services. 

National 

Retail 

Name: Companhia Brasileira de Distribuição 

Address: Av. Brigadeiro Luiz Antonio, 

3142 Săo Paulo, SP 01402-901 

Website: www.carrefourbairro.com.br/ 

C.E.O: Enéas César Pestana Neto 

Contact person: José Roberto Coimbra Tambasco 

Established In: São Paulo 

Description About the Company: Companhia Brasileira de Distribuicao, together with 

its subsidiaries, operates as a retailer and wholesaler 

of food products, bazaar articles, clothing, home 

appliances, and other products through its chain of 

hypermarkets, supermarkets, specialized and 

department stores, convenience stores and the 

Internet in Brazil. The company operates its stores 

under the Pao de Acucar, CompreBem, Extra, Extra 

Eletro, Extra Perto, Extra Facil, Extra.com, Sendas, 

Assai, and Ponto Frio e PontoFrio.com names. 

Distribution (National, local, National 

regional): 


Retail 

Wholesale): 

Name: Walmart 

Address: 702 SW 8th Street, Bentonville, Arkansas 72716- 

8611 

Website: www.walmartbrasil.com.br/ 

C.E.O: Hector Nunez 

Established In: Barueri, Brazil 

Description About the Company: Walmart Brasil Ltda. owns and operates 

supermarkets and hypermarkets. The company’s 

products include food, clothing, household 

appliances, and electronics. It was formerly known 

as Sonae Distribuicao Brasil S/A. The company was 

founded in 1995 and is based in Barueri, Brazil. 

Walmart Brasil Ltda. operates as a subsidiary of 

Wal-Mart Stores Inc.


regional): 


Wholesale): 

National 

Retail 

28 


Name: Grupo Pão de Açúcar 

Address: Headquarters: Avenida Brig.Luiz Antonio 3172 Sao 

Paulo, SP 01402901 Brazil 

Website: www.grupopaodeacucar.com.br/home.htm 

C.E.O: Eneas Pestana 

Description About the Company: Publicly traded, largest Brazilian company engaged in 

retailing food, general merchandise, electronic goods, 

home appliances and other goods from 

supermarkets, hypermarkets and home appliance 

stores. 


regional): 


Wholesale): 

National. Distribution and logistical centers located 

in São Paulo, Rio de Janeiro, Fortaleza, Curitiba and 

Recife. 

Retail 

Name: G. Barbosa Comercial Ltda. 

Address: Rod Br 235 Km 04, Anexo 01, S/N 

Nossa Senhora Do Socorro, SE 49160-000 

Website: www.gbarbosa.com.br 

Established In: Nossa Senhora Do Socorro 

Description About the Company: G. Barbosa Comercial Ltda. owns and operates 

supermarkets, hypermarkets, soft discount 

supermarkets, and pharmacies. G. Barbosa 

Comercial Ltda. operates as a subsidiary of 

Cencosud S.A. 


regional): 


Wholesale): 

National 

Retail 

Name: Companhia Zaffari Comércio e Indústria 

Address: Av Plinio Brasil Milano 1000 

Porto Alegre, RS 90520-000 

Website: www.zaffari.com.br 

C.E.O: Cláudio Zaffari 

Established In: Porto Alegre 

Description About the Company: Companhia Zaffari Comercio E Industria owns and 

operates a chain of hypermarkets and shopping 

centers in Rio Grande do Sul and São Paulo. 


regional): 

National 


Wholesale): 

Retail

29 


Name: Prezunic Comercial Ltda. 

Address: Avenida das Americas nº 16100 

Sobre Loja Rio de Janeiro, RJ 22790-704 

Website: www.prezunic.com.br 

C.E.O: Genival de Souza Beserra 

Established In: Rio de Janeiro 

Description About the Company: Prezunic Comercial Ltda. operates a chain of 

supermarkets. The company was founded in 2001. 


regional): 

National 


Wholesale): 

Retail 

Name: DMA Distribuidora 

Address: Av. Senador Queiroz 605 

São Paulo, SP 01026-001 

Website: www.grupodma.com.br/ 

C.E.O: Epifânio Parreiras Júnior 

Established In: São Paulo 

Description About the Company: DMA Distribuidora S/A owns and operates grocery 

stores. 


regional): 

National 


Wholesale): 

Retail 

Name: Lojas Americanas 

Address: Rua Sacadura Cabral, 102 Saude 

Rio De Janeiro, RJ 20081-260 Brazil 

Website: www.americanas.com.br; www2.lasa.com.br 

C.E.O: 

Murilo dos Santos Corrêa 

Established In: Rio de Janeiro 

Description About the Company: Lojas Americanas S.A., together with its 

subsidiaries, operates a chain of retail stores and ecommerce 

sites in Brazil. Its stores offer 

confectionery products, biscuits, toys, CDs, DVDs, 

home appliances, personal care products, cosmetics, 

stationery, and clothing, as well as table, bed, and 

bathware. The company also operates three ecommerce 

sites, including Americanas.com, 

Shoptime, and Submarino. 


regional): 


Wholesale): 

National 

Retail

30 


Name: A Angeloni & Cia Ltda 

Address: Av. Do Centenario 7521 

Criciuma, SC 88815-900 Brazil 

Website: www.angeloni.com.br 

C.E.O: Antenor Angeloni 

Established In: Criciuma 

Description About the Company: A. Angeloni & Cia. Ltda. operates a chain of 

supermarkets in Brazil. In addition, it operates drug 

stores, gas stations and distribution centers. 


regional): 

National 


Wholesale): 

Retail 

Other Companies Importing into Brazil 

Company Name Address Website Phone 

ADEGA ALENEJANA Rua Cincinati, 12, Brooklin, São 

Paulo 

ALLFOOD Rua da Moóca, 1736, Moóca - 

SP 

www.adegaalentejana.com.br (011) 5044-5760 

www.allfood.com.br (011) 6099-0444 

ANA IMPORT São Paulo www.anaimport.com.br (011) 5501-1900 

AURORA IMPORTADORA São Paulo www.auroravinhos.com.br Vendas: (011) 

3048-2282 

BACCO’S Rua Sergipe, 568 Higienópolis- 

SP 

BEALE BEBIDAS Rua Rego Freitas, 52, Vila 

Buarque, São Paulo 

www.baccos.com.br (011) 3661-7898 

www.beale.com.br (011) 3337-0899 

BEST WINE São Paulo www.bestwine.com.br Vendas: (11) 

3722-2155 

BRUCK Rua Paula Souza, 216, Santa 

Ifigênia -SP 

www.bruck.com.br (011) 3329-3400 

CANTU São Paulo www.cantu.com.br 0300 210 1010 

CASA DO PORTO Alameda Franca, 1225, Jardim 

Paulista -SP 

www.casadoporto.com 

(011)3061-3003 

CASA FLORA Rua Santa Rosa, 207, Brás - SP www.casaflora.com.br (011) 3327-5199 

CASA LISBOA Praça Silvio Romero, 126, 

Tatuapé -SP 

CASA SANTA LUZIA Alameda Lorena, 1471, Jardins 

- SP 

www.casalisboa.com.br (011) 6197-4888 

www.santaluzia.com.br (011) 3897-5000 

CELLAR São Paulo www.cellar-af.com.br (011) 5531-2419 

DECANTER Rua Joaquim Floriano, 101, Cj. 

805/807, Itaim Bibi -SP 

DE LA CROIX Av. Pedroso de Moraes, 677, 

Cj. 61, Pinheiros -SP 

EMPÓRIO FREI CANECA Shopping Frei Caneca - 1º piso 

- lojas 208/209/210, Cerqueira 

César -SP 

EMPÓRIO HÚNGARO Rua da Paz, 956, Chácara 

Santo Antônio -SP 

ENOTECA FASANO Rua Amauri, 255, Itaim Bibi - 

SP 

EXPAND 

EXPAND STORE 

SHOPPING D&D 

Av. das Nações Unidas, 12.551 

- Piso L1 - Loja 105, Brooklin 

Novo -SP 

www.decanter.com.br (011) 3074-5454 

www.delacroixvinhos.com.br (011) 3034-6214 

www.emporiofrecaneca.com.br 

www.emporiohungaro.com.br 

(011) 3472-2082 

(011) 5181-6298 

(011) 2597-0876 

www.enotecafasano.com.br (011) 3168-1255 

(011) 3043-9877

EXPAND 

EXPAND STORE 

SHOPPING MARKET 

PLACE 

EXPAND STORE 

HIGIENÓPOLIS 

EXPAND STORE 

SHOPPING ANÁLIA 

FRANCO 

EXPAND STORE EMPÓRIO 

SANTA MARIA 

EXPAND STORE 

SHOPPING IGUATEMI 

EXPAND STORE 

SHOPPING VILLA-LOBOS 

Av. das Nações Unidas, 13.947 

- Térreo - Loja 107, Brooklin 

Paulista -SP 

R. Bahia, 683, Higienópolis 

(Brasserie Erick Jacquin) -SP 

R. Regente Feijó, 1.179 - Piso 

Orquídea - Loja 12/13, Jardim 

Anália Franco -SP 

Av. Cidade Jardim, 790, Jardim 

Paulista -SP 

Av. Brigadeiro Faria Lima, 

2.232 - Loja G-02/06, Jardim 

Paulistano -SP 

Av das Nações Unidas, 4.777 - 

2º Piso - Loja 239/240, 

Pinheiros -SP 

EXPAND STORE DASLU Rua Chedid Jafet, 131 - 2º 

andar, Vila Olímpia -SP 

GALERIA DOS PÃES Rua Estados Unidos, 1645, 

Jardim América -SP 

GRAND CRU Rua Bela Cintra, 1799 – Jardins 

-SP 

GRAND VIN Av. Brigadeiro Faria Lima, 4433 

-SP 

IMIGRANTES BEBIDAS Avenida Miguel Stéfano, 2096, 

Água Funda -SP 

31 


www.iguatemisaopaulo.com.br 

www.expand.com.br 

www.galeriadospaes.com.br 

(011) 5543-5228 

(011) 3824-4300 

(011) 6672-3559 

(011) 2102-7788 

(011) 3037-7001 

(011) 3023-5002 

(011) 3841-4577 

(011) 3064-5900 

www.grandcru.com.br (011) 3062-6388 

www.grandvin.com.br 

www.imigrantesbebidas.com.br 

(011) 3045-9888 

(011) 5058-2099 

IMPEXCO São Paulo www.impexco.com.br (011) 3257-0653 

INTERFOOD/CLASSICS São Paulo www.interfood.com.br Vendas: (011) 

0800-7701871 

KMM Rua Medeiros de Albuquerque, 

23, Vila Madalena -SP 

LE TIRE-BOUCHON Rua Barão de Tatuí, 285, Santa 

Cecília -SP 

www.kmmvinhos.com.br (011) 3819-4020 

www.letirebouchon.com.br 

(011) 3822-0515 

LVMH São Paulo www.lvmh.com.br (011) 3062-8388 

MIOLO São Paulo www.miolo.com.br 

(011) 2167-1600 

0800 970 4165 

MISTRAL Rua Rocha, 288, Bela Vista -SP www.mistral.com.br (011) 3372-3400 

PENÍNSULA São Paulo www.peninsula.akinaloja.com.b 

r 

Vendas: (011) 

3822-3986 

QUALIMPOR São Paulo www.qualimpor.com.br Vendas: 0800- 

7024492 

REI DOS WHISKY’S Avenida Sabiá, 243, Moema - 

SP 

REI DOS WHISKY’S Rua Maria Amália Lopes 

Azevedo, 973, Tremembé -SP 

www.reidoswhiskys.com.br (011) 3488-2199 

www.reidoswhiskys.com.br (011) 6203-7700 

SALTON São Paulo www.salton.com.br (11) 2281-3300 

SANTAR São Paulo www.santar.com.br (011) 3227-7355 

SMARTBUY WINES Endereço Matriz: Rua Dr Vieira 

Bueno, 359 sala 2 Campinas, 

São Paulo CEP13024-040 

SMARTBUY WINES Escritorio SP: R Sonia Ribeiro, 

1022 Brooklin Paulista 

São Paulo CEP 04621-010 

www.smartbuywines.com.br 

www.smartbuywines.com.br 

Telefone: 11 2308- 

2793 

19 3368-5351 

TERROIR Av. Europa, 580 , Pinheiros -SP www.terroirvinhos.com.br (011) 3087-8300 

TERROIR Rua Aurora, 872, Centro -SP www.terroirvinhos.com.br (011) 2109-1500 

VARANDA FRUTAS & 

MERCEARIA 

Praça Deputado Dario de 

Barros, 401, Cidade Jardim -SP 

www.varanda.com.br 

(011) 3035-5855

VILA VINHOS Rua Dr. Cândido Motta Filho, 

856, S1- Vila São Francisco -SP 

VILLE DU VIN Rua Diogo Jacomé, 361, Vila 

Nova Conceição -SP 

VILLE DU VIN Al. Tocantins, 75, Lj. 2, 

Alphaville -SP 

VILLE DU VIN Avenida Portugal, 749, Santo 

André -SP 

VINCI Rua Siqueira Cardoso, 227, 

Mooca -SP 

VINEA STORE Rua Manuel da Nóbrega, 1014, 

Paraíso - SP 

VINISSIMO IMPORTAÇÃO 

EXPORTAÇÃO E 

COMÉRCIO LTDA 

Avenida Dr Marcos Penteado de 

Ulhôa Rodrigues, 1.119 - Sala 

1503 

06460-040 - Barueri - SP 

VINO! Rua Professor Tamandaré 

Toledo, 51, Itaim Bibi -SP 

WORLD WINE Rua da Alfândega, 182, Brás 

-SP 

WORLD WINE Rua Padre João Manuel, 1269, 

Jardim Paulista -SP 

32 


www.vilavinhos.com.br 

www.villeduvin.com.br 



www.vincivinhos.com.br 

www.vineastore.com.br 

(011) 3719-1504 

(011) 3045-8137 

(011) 4208-6061 

(011) 4994-9490 

(011) 6097-0000 

(011) 3059-5200 

Fones: (011) 4195- 

5554/5547/5532 

www.lojavino.com.br (011) 3078-6442 

www.worldwine.com.br 

www.worldwine.com.br 

(011) 3383-7477 

(011) 3085-3055 

WINE COMPANY São Paulo www.winecompany.com.br 0800 725 8020 

ZAHIL Rua Manuel Guedes, 294, Itaim 

Bibi -SP 

ASTI VINHOS Rua Barreto Leme, 1804 

Cambuí - Campinas/SP 

BALCÃO BEBIDAS Rua Carolina Florence, 1234 - 

Vila Nova - Campinas/SP 

EMPÓRIO D’GUSTTA Rua Coronel Silva Telles, 246 - 


EMPÓRIO MICHELUTTI Rod. Don Pedro I, Km. 131,5 - 

Campinas/SP 

EMPÓRIO DI PIETRO Av. Dr. Antônio Carlos Couto de 

Barros, 1101, loja 8 - Sousas - 

Campinas/SP 

FOODWINE GRAND CRU 

CAMPINAS 

R. Dr. Sampaio Ferraz, 336 - 


TOKAY VINHOS Al. Dos Vidoeiros, 455 

CDC ENOTECA Av. Heitor Vila Lobos, 841 - 

Vila Ema - São José dos 

Campos/SP 

VILA DOS VINHOS Rua Ipiranga, 143 - Jd. Maringá 

- São José dos Campos/SP 

Relevant Contacts 

Authors of this Study 

JBC International 

111 Rockville Pike, Suite 410 

Rockville, MD 20850 

Tel: (202) 463-8493 

E-mail: www.jbcinternational.com 

www.zahil.com.br 

www.balcaodebebidas.com.br 

www.campinas.com.br 

www.emporiomichellutti.com.br 

www.emporiodipietro.com.br 

www.foodwine.com.br 

www.tokayvinhos.com.br 

www.vilavinhos.com.br 

(011) 3071-2900 

(019) 3252-2519 

(019) 3242-6300 

(019) 3254-5711 

(019) 3207-4241 

(019) 3258-6244 

(019) 3252-4311 

(019) 3295-1994 

(012) 3922-0505 

(012) 3913-1408

Further Export Assistance 

U.S. Agricultural Trade Office (ATO) 

U.S. Consulate General 

Rua Henri Dunant, 700 

04709-110 Sao Paulo- SP 

Tel: (55 11) 5186-7400 

Fax: (55 11) 5186 - 7499 

E-mail: atosaopaulo@usda.gov 

atobrazil@usdabrazil.org.br 

Home Page: www.usdabrazil.org.br 

Office of Agricultural Affairs (OAA) 

U.S. Embassy 

Av. Das Nacoes, quadra 801, lote 3 

70403-900 Brasilia – DF 

Tel: (55 61) 3312-7000 

Fax: (55 61) 3312-7659 

Email: agbrasilia@usda.gov 

Public Stakeholders 

33 


Office of Trade Programs 

U.S. Department of Agriculture 

Foreign Agricultural Service 

1400 Independence Ave., S.W. 

Washington, DC 20250 

http://www.fas.usda.gov/OTP_contacts.asp 

Alcohol and Tobacco Tax and Trade 

Bureau 

TTB/International Trade Division 

1310 G Street, NW., 

Suite 300 

Washington, D.C. 20220 

Phone: (202) 453-2260 

Fax: (202) 453-2970 

www.ttb.gov 

MAPA/Wine and Beverages Division of the Coordinator-General of Wines and Beverages 

(CGVB) 

Esplanada dos Ministérios, Bloco D, Anexo B, Sala 333 

70043-900, Brasília, DF 

Phone: (55-61) 3218-2443 

Fax: (55-61) 3224-8961 

E-mail: graciane.castro@agricultura.gov.br 

Home Page: www.agricultura.gov.br 

MF/Secretariat of Foreign Trade (SECEX) 

Esplanada dos Ministérios, Bloco J, Sala 814 

70053-900, Brasilia, DF 

Phone: (55-61) 2109-7080 

E-mail: decex.coord@desenvolvimento.gov.br 

Home Page: http://www2.desenvolvimento.gov.br/sitio/secex/secex/ 

American Chamber of Commerce 

The American Chamber of Commerce is another good source for information on doing business in 

Brazil. The Chamber offices in Brazil are: 

São Paulo 

Rua da Paz 1431 CEP 04713-001 - São Paulo SP - Brasil 

Telephone: 55 11 3324-0194 

Fax: 55 11 5180 3777 

Belo Horizonte 

Rua Da Paisagem, 220 

CEP: 34000-000 - Nova Lima - MG 

Telephone: 55 31 2126-9750 

Fax: 55 31 2126-9772 

E-mail: amcham.belohorizonte@amchambrasil.com.br

Brasília 

SHIS QI 5, Comércio Local, Bloco C 1º andar - Lago Sul 

CEP: 71615-530 - Brasília - DF 

Telephone: 55 61 3704-8017 

Fax: 55 61 3704-8037 

E-mail: amcham.brasilia@amchambrasil.com.br 

34 


Campinas 

Av Dr José Bonifácio Coutinho Nogueira 150 - Ed. Galleria Plaza - 7º Andar - Sala 701 

CEP: 13091-611 

Telephone/ Fax: 55 19 2104-1250 / 2104-1275 

E-mail: amcham.campinas@amchambrasil.com.br 

Curitiba 

Rua Eurípedes Garcez do Nascimento, 1004 

CEP: 80540-280 - Curitiba - PR 

Telephone: 55 41 2104-9357 

Fax: 55 41 2104-9368 

E-mail: amcham.curitiba@amchambrasil.com.br 

Goiânia 

Av. T-63 Monte Líbano Center - Sala 220 

Cep: 74230-100 - Setor Bueno - Goiânia GO 

Telephone: 55 62 4006-1150 

Fax: 55 62 4006-1157 

E-mail: amcham.goiania@amchambrasil.com.br 

Porto Alegre 

Prédio do CIEE - Av. Dom Pedro II, 861 - 8º andar 

Porto Alegre - RS 

Telephone: 55 51 3345-9892 / 3345-9841 / 3345-9867 / 3345-9855 / 3345-9831 

E-mail: amcham.portoalegre@amchambrasil.com.br 

Recife 

Rua Gonçalves Maia 207 - Boa Vista 

CEP: 50070-060 - Recife - PE 

Telephone: 55 81 3223-0000 / 3223-2603 / 3221-3452 

Fax: 55 81 3221-7470 

E-mail: amcham.recife@amchambrasil.com.br 

Ribeirão Preto 

Avenida Wladimir Meirelles Ferreira, 1525 - Ufficio Commerciale San Paolo - Salas 01 e 02 

CEP: 14021-630 - Ribeirão Preto - SP 

Telephone: 55 16 2132-4599 

Fax: 55 16 2132-4563 

E-mail: amcham.ribeiraopreto@amchambrasil.com.br 

Salvador 

Av. Tancredo Neves, 1632 - Ed. Salvador Trade Center - Torre Norte - Sala 1307 

CEP: 41820-020 - Caminho das Árvores - Salvador BA 

Telephone: 55 71 3480-3481 

E-mail: amcham.salvador@amchambrasil.com.br 

Uberlândia 

Av. Dr Jaime Ribeiro da Luz, 971 sala 46/48 - Santa Mônica 

CEP: 38408-188 - Uberlândia - MG 

Telephone: 55 34 2101-4100 

Fax: 55 34 2101-4107 

E-mail: amcham.uberlandia@amchambrasil.com.br

Brazilian Agriculture Research Center (EMPRAPA) 

35 


Brazilian Agriculture Research Center (EMPRAPA), Grape and Wine National Research 

Center, Tropical Viticulture Experimental Station, PO Box 241, 15700-000, Jales, SP, Brazil, 

E-mail address: marcoafc@cnpuv.embrapa.br 

ACKNOWLEDGEMENTS 

The data for this study comes from many contributors. We acknowledge that those studies, 

reports, articles and graphics which are used in this study enrich the benefits to the reader. 

The work of USDA’s Foreign Agriculture Service’s Trade Offices in preparing multiple Global 

Agriculture Information Network (GAIN) reports and IBRAVIN, the Brazilian Wine Institute, 

provided significant resources for the authors. We also wish to thank our colleagues from 

the World Wine Trade Group who provided insights and advice about the Brazilian market. 

And finally we thank the International Trade Division of the Alcohol and Tobacco Tax and 

Trade Bureau for their support and advice.

APPENDIX I 

36 


Portaria No. 229 dated 17 June 2010 

Approved Oenological Practices 

(Google Translated from Portuguese Text) 

NOTE: These regulations subject to change after publication of this Report. 

MINISTRY OF AGRICULTURE, LIVESTOCK AND SUPPLY 

SECRETARIAT OF AGRICULTURE 

ORDINANCE No. 299 OF 17 JUNE 2010 

___________ 

Note: Ordinance on Public Consultation 

___________ 

SUBSTITUTE SECRETARY OF DEFENSE AGRICULTURE, MINISTRY OF AGRICULTURE, 

LIVESTOCK AND SUPPLY, in exercise of the powers conferred upon him by art. 10 and 42 of 

Annex I of Decree No. 7127 of March 4, 2010, in view of the provisions of Law No. 9784, 

January 29, 1999, and the provisions of Case No. 21000.006291/2007-02, decides: 

Article 1 Submit to public consultation for a period of sixty (60) days from the date of 

publication of this Ordinance, Project Instruction approving the List of oenological practices 

lawful. 

Paragraph 1. The Project Normative attachment is available on the website of the Ministry of 

Agriculture, Livestock and Supply: www.agricultura.gov.br, link law, submenu Ordinances 

on Public Consultation. 

Article 2 The purpose of this public consultation is to enable wide dissemination of the 

proposed Education Regulations, to receive suggestions of agencies, entities or persons 

involved. 

Article 3 The suggestions mentioned in art. 1, technically based, should be sent, preferably 

to the email address: dvd@agricultura.gov.br or to the address: 

Ministry of Agriculture, Livestock and Supply - MAPA 

Inspection Department Products Vegetable - DIPOV 

General Coordination of Wine & Spirits 

CGVB, Esplanada dos Ministerios 

Block D - Annex B - Room 333 - CEP 70043-900 

Fax 55 (61) 3224 8961 

Article 4 This Ordinance shall enter into force upon its publication. 

JOSE LEAL Guilherme TOLLSTADIUS 

* * * 

ANNEX 

In NORMATIVE PROJECT, OF, 2010. 

THE MINISTER OF AGRICULTURE, LIVESTOCK AND SUPPLY, using the powers conferred 

upon her art. 87, sole paragraph, item II of the Constitution, and bearing in mind the 

provisions Law No. 7678 of 8 November 1988, Decree No. 99066 of March 8, 1990, and the 

provisions of Case No. 21000.006291/2007-02, decides:

Article 1 Approve the list of oenological practices. 

Section I 

General Provisions 

Article 2 For purposes of this Instruction the following definitions apply: 

37 


I - oenological practice, process technology, physical, chemical or biological 

employee at any stage of or the wine derived from grapes and wine; 

II - the base wine, must or wine for making foam, which can be made: 

a) a base wine; 

b) for wine, or 

c) by cutting or assemblage of must or wine base or both. 

III - made of foam: alcoholic fermentation in airtight container in order to retain the 

carbon dioxide generated during fermentation. 

IV - tirage liqueur, prepared consisting of wine and sugar, and sugar can be replaced 

wholly or partly of grape must or concentrated must. 

V - expedition liqueur, prepared to be added after the sparkling wine made of foam, 

before the permanent closure of the bottle tightly closed or tank before bottling. 

a) the liquor shipment shall consist of wine and sugar, and sugar can be 

partially or completely replaced by grape must or concentrated grape juice or 

a mixture of both and, eventually be added to the wine distillate. 

Article 3 The products used in oenological practices shall comply with the conditions of use 

and the Winemaking analytical specifications of the Codex International and its manufacture 

should be authorized by competent body. 

Article 4 will be a general requirement that the product used to use oenological practices 

admitted not change the sensory characteristics of the natural end product, except as 

specified this Instruction and in specific legislation. 

Article 5 shall be prohibited any manipulation or treatment intended to modify the 

characteristics original product in order to hide defects or changes. 

Article 6 For the purposes of oenological practices provided in this Instruction, which require 

use of additives or adjuvants technology or other substance of chemical or biological 

employed in producing the product should be observed the projected utilization for wine and 

the grape and wine, as well as the maximum allowed, according to specific legislation. 

Article 7 The oenological practices provided in this Instruction should be performed with the 

monitoring of the technical manager of the establishment. 

Article 8 For the purposes of oenological practices provided in this Instruction should be 

complied with the requirements of the International Organization of oenological practices 

International Vine and Wine, last edition, when they have not been established in this 

Instruction Standards. 

Article 9 The oenological practices provided for table wine shall apply by analogy to the base 

wine foaming and should be subject to the exceptions set forth in this Instruction and 

legislation specific.

38 


Section II 

Oenological practices allowed the grapes to Industrialization 

Article 10. Screening or selection of grapes is to: 

I - separate the berries unsuitable for winemaking, or 

II - classify grapes according to the degree of maturation. 

Article 11. Crush the film is to break the berries and crush them in order to release the 

must for: 

I - ensure the dissemination of the shell elements soluble in the wort, and 

II - to facilitate the multiplication of yeasts. 

Article 12. Stalk consists of separating the berries from the stalk in order to reduce the loss 

of color and alcohol in red wine and make it less rich and less undesirable astringent 

tannins. 

Article 13. Egouttage or exhaustion is to leave the crushed grape juice drain before 

pressing, for a wine with less substance coming from the grapes, skins and seeds. 

Article 14. Pressing is to press the grapes and the bark to extract the liquid part. The 

pressing can be performed in whole grapes or grape previously de-stemmed and crushed. 

Article 15. Maceration is to retain the solid part of the grapes in contact with the must in 

order to promote the dissolution of substances present in the film Berry. 

§ 1 is to keep traditional maceration for a period, the solid part in contact with the 

net, after stripping and crushing. 

§ 2 The carbonic maceration is to keep the whole grape in closed tank for a few days 

rich atmosphere containing carbon dioxide. 

§ 3 The hot mash is to heat the whole grapes or stalked or crushed by a period of 

time, before fermentation in order to quickly extract and materials more efficiently 

dyes and other substances in the film, being forbidden the heating steam injection 

Direct. 

§ 4 The Cold maceration is to cool the whole grapes or stalked or crushed before 

pressing or fermentation depending on the type of wine, in order to facilitate the 

extraction of constituents of the film and to increase the aromatic complexity and 

taste of wine. 

§ 5 The mash is to add sulfur sulfur dioxide or its salts to the mash with the 

sulphited must aim to produce for the development of the grape. 

§ 6 During the grape maceration enzyme may be added in order to facilitate the 

acquisition wort, débourbage operations, extraction of the pigments and polyphenols 

and extraction aromas and aromatic precursors Film Berry. 

Article 16. Enrichment involves increasing the sugar content of grapes harvested, until the 

desired level, through the following procedures: 

§ 1 Passificação: 

I - Natural: exposure of grapes on a surface or suspended during the time under the 

sun or in shaded naturally ventilated enclosure, and 

II - Forced: maintenance of the grapes in climate-controlled air circulation and dry or 

dehydrated, eventually warmed up. 

§ 2 selective screening is to select the grapes, from grapes and berries of grapes 

mature. 

§ 3 Cryo concentration is to partially freeze the grapes followed by a whole pressing 

the low temperature.

39 


Article 17. Antioxidant treatment is to add the antioxidant grape, with the aim of: 

I - For microbiological control by limiting or preventing the multiplication of yeasts 

and bacteria technologically undesirable, and 

II - to protect the subjects of the aromatic grape from the influence of oxygen from 

air. 

Section III 

Oenological practices allowed for Musts 

Article 18. Aeration or oxygenation is to add air or gas to the wort in order to reduce the 

content of phenolic compounds and increase the stability of the color of the wine. 

Article 19. Antioxidant treatment with antioxidants is to add the wine, in order to: 

I - get antiseptic; 

II - to protect the wine from the action of oxygen; 

III - select the yeasts; 

IV - to facilitate the débourbage; 

V - to promote the dissolution of anthocyanins; 

VI - to regulate and control the fermentation; 

VII - to protect the aromatics of the grape; 

VIII - to limit the formation of ethanal, during fermentation, and 

IX - to limit the formation of hydrogen sulfide and volatile thiols source fermentation. 

Article 20. Acidification is to increase the total acidity and reduce the pH of the must with 

the purpose of: 

I - to prepare balanced wines from the point of view of taste; 

II - to promote good conservation of biological evolution and wine; 

III - to promote the ripening process of the wine; 

IV - failure to correct the acidity due to natural causes, and 

V - For the production of acids during fermentation. 

§ 1 The acidification of the wort can be accomplished as follows: 

I - by cutting with higher acidity of musts; 

II - with the help of strong cation exchange resins or free form; 

III - by the use of chemicals or 

IV - for microbiological acidification. 

§ 2 The addition of the acidulant wort may also be aimed at reducing the level of 

calcium. 

§ 3 The use of inorganic acids for acidification. 

§ 4 The initial acidity of the wort should be increased by at most one point five 

grams of per liter of tartaric acid. 

Article 21. Deacidification of reducing the total acidity and increase the pH of the must with 

the purpose of: 

I - more balanced composition of wines from the point of view of taste; 

II - for stability with respect to the precipitation of potassium tartrate and calcium 

tartrate; 

III - to promote the biological deacidification, and 

IV - to obtain partial degradation of malic acid.

§ 1 The acidification may be carried out as follows: 

I - by the spontaneous precipitation of tartaric acid; 

II - by cutting with lower acidity of musts; 

III - by the use of heat treatment (cold); 

IV - the microbial degradation of malic acid; 

V - the use of chemicals, or 

VI - with the help of anion exchange resins. 

40 


§ 2 The acidified wine from wine must contain at least one gram per liter of acid 

tartaric. 

Article 22. Débourbage desborre or is the separation of suspended solids in order to: 

I - eliminate earthy and organic particles; 

II - to reduce the indigenous microbial flora, and 

III - reduce the amount of colloids and turbidity. 

Paragraph 1. The débourbage can be performed: 

I - static, by spontaneous sedimentation or with the aid of approved substances, or 

II - Dynamics, by filtration or centrifugation. 

Article 23. Clarification is the use of chemical and physical processes in order to obtain 

musts clear and stable. 

§ 1 Collage is the addition of substances to the wort, and provide clarity and 

stability, improve their gustatory properties. 

§ 2 Filtration involves passing the wort through appropriate filters to remove 

particles in suspension, with the help of substrates or not. 

§ 3 For the clarification of wine, may still be used substances with a view to: 

I - reduce or eliminate the amount of oxidized polyphenolic compounds or 

subject to oxidation; 

II - to reduce the astringency of the wort before fermentation; 

III - eliminate insoluble particles; 

IV - to facilitate the cleaning of the new wines by the partial precipitation of 

protein substances; 

V - to facilitate the bonding of wines; 

VI - to prevent protein breakdown and cuprous; 

VII - correct the sensory characteristics of wines from musts altered by fungi 

undesirable; 

VIII - to eliminate any contaminants, and 

IX - correct color of the grape. 

§ 4 enzymes may be used to help clarify. 

Article 24. Partial dehydration or concentration of the wort is to eliminate certain amount of 

water wine in order to: 

I - increase the concentration of sugar in the wort; 

II - to produce concentrated must, or 

III - For the enrichment of wine. 

§ 1 The partial dehydration or concentration of the wort can be obtained through the 

following procedures:

41 


I - reverse osmosis or reverse: the must pass specific membrane under the 

action of a pressure higher than the osmotic pressure of the wort; 

II - partial vacuum evaporation, vacuum heat subjected to sharp; 

III - partial evaporation under atmospheric pressure: evaporation system at 

atmospheric pressure, or 

IV - cryo concentration: partial freeze and elimination of the ice formed. 

§ 2 The concentration can not lead to a reduction of more than twenty percent of the 

initial volume or increase by more than two percent of the initial potential alcohol 

content wine. 

Article 25. Désulfitation is to eliminate or reduce the amount of sulfur dioxide initially 

added to the wort through the physical process in order to make it fit the development of 

different products and allow the fermentation of grape must. 

Article 26. Flotation involves injecting gas into the wort in order to drive the surface 

particles and microorganisms in order to: 

I - rapid clarification of the wort, with or without the addition of clarifiers; 

II - to reduce the population of native or indigenous microorganisms prior to 

fermentation to further growth of selected yeasts; 

III - make the clarification continuous and regulate the amount of material to be 

eliminated, and 

IV - carry out eventually oxygenation during clarification. 

Article 27. Enzymatic treatment is to add enzymes to the must, in order to help 

filtration and help to reveal the aromatic potential of grapes. 

Paragraph 1. The enzymatic treatment may be used as an aid to other oenological practices 

when provided. 

Article 28. Démetalization is to add substance to the must in order to reduce 

concentration of metals present in the must from contamination and, consequently, prevent 

defects caused by high levels of metals. 

§ 1 demethylation may be accomplished by the use, combined or not, glue and 

substances 

chemical. 

§ 2 The use of hydrochloric acid as an aid in the process of desmetalização is 

prohibited. 

Article 29. Mutage is to add alcohol wine alcohol, wine or distilled spirits alcohol simple wine 

or grape marc and lees or potable ethyl alcohol of agricultural origin, together or separately 

in the must or grape must in fermentation, in order to stop the fermentation and 

consequently, make products derived from grape and wine according to its standard 

identity and quality. 

Paragraph 1. The prevention of alcoholic fermentation can also be obtained by adding the 

mash the gas pressure. 

Article 30. Pasteurization involves heating the juice at a temperature and for a certain 

period in order to interrupt the activity of microorganisms and enzymes become inactive in 

the wort. 

Article 31. Treatment with an inert atmosphere is to create an inert atmosphere by adding 

gas to the wine, to keep them under air and therefore prevent oxidation or the development 

of undesirable microorganisms.

42 


Paragraph 1. It is forbidden the use of inert gases for the treatment of wines. 

Article 32. Control of malolactic fermentation is to add substance to the must in order to 

control the growth and activity of bacteria responsible for malolactic fermentation, as well 

as to reduce the rate of sulfur dioxide. 

Article 33. Correction or enrichment of musts is to correct the deficiency of the sugar 

content of the wine due to the unfavorable conditions of ripeness of the grapes for winemaking, 

through following: 

I - addition to the mash of sucrose (sugaring), alcohol, wine, grape must or rectified 

concentrated must concentrated, and 

II - partial dehydration of grape must. 

Paragraph 1. The fix provided in this Article shall respect the maximum limit established by 

legislation. 

Article 34. Alcoholic fermentation is to convert grape sugar into ethanol, carbon dioxide and 

secondary products aimed at making wine or derived from the grape or wine. 

§ 1 The alcoholic fermentation can occur spontaneously through natural yeast 

present in the film or the berries in the must or by treatment with selected yeasts, 

before or during fermentation, with the aim of: 

I - induce, regulate or accelerate the fermentation in the case of very slow 

vinification; 

II - to revive a stopped fermentation, or 

III - to facilitate the depletion of sugar. 

§ 2 can be added to the wort before or during fermentation, fermentation activators, 

with order to: 

I - to promote the initiation or completion of alcoholic fermentation and by 

nutrient enrichment growth factors or inhibitors by adsorption of yeast. 

II - accelerating the fermentation; 

III - decrease the formation of substances capable of combining with sulfur 

dioxide during the fermentation; 

IV - to prevent or treat the termination of fermentation, and 

V - to facilitate the completion of slow fermentation. 

§ 3 The introduction of air into the must or crushed grapes at the beginning of the 

fermentation can also be a practice adopted to encourage the growth of yeast and 

fermentation and enable transformation full of fermentable sugars. 

§ 4 The fermentation can be interrupted by physical process with the aim of 

generating a product with the remaining grape sugar. To do so will be allowed the 

following: 

I - heat treatment (heat or cold); 

II - filtration, and 

III - spin. 

Article 35. Procedure to limit the foam is to dominate the foaming during alcoholic 

fermentation of must by means of microbiological process, with physical or chemical 

order to: 

I - avoid losses by overflow, and 

II - to enable better capacity utilization of the fermentation tank.

43 


Article 36. Fermentation in wooden barrels is to conduct the alcoholic fermentation and 

eventually, the malolactic fermentation of wine in wooden containers with a capacity equal 

to or less than six hundred liters, with the aim of: 

I - to promote natural physical and chemical mechanisms that lead to the enrichment 

of wine substances provided by the wood; 

II - allow organisms to make the transformation of substances provided by the 

timber, and 

III - to encourage the migration of compounds from yeast for wine by autolysis, the 

more contact strait between the sediment and the wine. 

Article 37. Maceration post-fermentation maceration is to extend the end of alcoholic 

fermentation musts and can be enhanced with the use of heat, in order to: 

I - complete the release of constituents of grape skins resulting from the prefermentation 

maceration, and 

II - to improve the poly-phenolic structure and color of wines. 

Section IV 

Oenological practices allowed for Wines 

Article 38. Acidification is to increase the total acidity and reduce the pH of wine with 

purpose of: 

I - to prepare balanced wines from the point of view of taste; 

II - promote good conservation of biological evolution and wine; 

III - to promote the ripening process of the wine; 

IV - failure to correct the acidity due to natural causes, and 

V - lower the pH of the wine. 

§ 1 The acidification of wine can be made as follows: 

I - by cutting wines with higher acidity; 

II - with the help of strong cation exchange resins or free form, or 

III - by the use of organic acids. 

§ 2 The addition of acidulant wine can also be aimed at reducing the level of calcium. 

§ 3 The use of inorganic acids for acidification. 

§ 4 The initial acidity of the wine can be increased by no more than two point five 

grams of per liter of tartaric acid. 

§ 5 When the must and wine are acidified increasing acidity should be a maximum of 

two and five tenths of grams per liter of tartaric acid. 

Article 39. Deacidification of reducing the total acidity and increase the pH of wine, with 

purpose of: 

I - For balanced wines from the point of view of taste; 

II - for stability with respect to the precipitation of potassium tartrate and calcium 

tartrate; 

III - to promote the biological deacidification, and 

IV - to obtain more biologically stable wines. 

§ 1 The acidification may be carried out as follows: 

I - spontaneously, by the precipitation of tartaric acid or malic acid 

degradation; 

II - by cutting wine with less acidity;

III - by the use of cooling; 

IV - with the help of ion exchange resins; 

V - the use of chemicals, or 

VI - a microbiological process. 

44 


§ 2 The acidified wine must contain at least one gram per liter of tartaric acid. 

Article 40. Clarification is the use of chemical and physical processes aimed at making wine 

clear and stable. 

§ 1 Collage is the addition of chemicals to wine in order to: 

I - complete spontaneous clarification; 

II - red wines soften eliminating part of its tannins and polyphenols, and 

III - to clarify cloudy wines. 

§ 2 Filtration involves passing the wine through appropriate filters or substrates, 

such as land boards and membranes to remove particles in suspension in order to 

provide clarity and stability organic wine to the elimination of microorganisms. 

I - the board should be made of suitable material, and 

II - the membrane must have a porosity less than two tenths of a micron and 

equal to or 

less than sixty-five hundredths. 

§ 3 is to transfer racking wine from one container to another to allow the separation 

of the liquid and solid deposits, therefore: 

I - separate the wine from the sludge and deposits from adding clarifiers; 

II - to separate the wine at the end of microorganisms or malolactic 

fermentation, or amendments caused by bacteria or yeast; 

III - to allow the implementation of all winemaking operations, processing and 

transport of wines, and 

IV - allow tartaric stabilization and separation of tartrate crystals. 

§ 4 For the clarification of wine, may still be used substances in order to: 

I - coagulation of glue added to the wine; 

II - to facilitate the cleaning of new wines by the partial precipitation of 

protein substances; 

III - to facilitate the bonding; 

IV - correct the sensory characteristics of wines from musts altered by fungi 

undesirable; 

V - remove any contaminants, and 

VI - to correct the color of wines. 

§ 5 may be used enzymes to aid clarification. 

§ 6 is prohibited clarification to correct the color of the wine when the wine that has 

led been subjected to the same practice. 

Article 41. Enzymatic treatment is to add enzymes to the product, with the aim of: 

I - to help reveal the aromatic potential of wine from the precursors from the grape; 

II - to facilitate the release of soluble constituents of yeasts;

45 


III - to improve the colloidal stability of the wine, and 

IV - reduce the rate of urea to prevent the formation of ethyl carbamate during 

aging. 

Paragraph 1. The enzymatic treatment may be used as an aid to other oenological practices 

when provided. 

Article 42. Démetalization is to add substance to the wine in order to reduce the content of 

metals present in wine from contamination and therefore prevent the defects 

caused by high levels of metals. 

§ 1 demethylation may be accomplished by the use, combined or not, glue and 

substances 

chemical. 

§ 2 The use of hydrochloric acid or other inorganic acid as an aid in the process of 

Démetalization is prohibited. 

Article 43. Tartaric stabilization is the adoption of procedures aimed at achieving stability 

tartaric wines. The tartaric stabilization can be achieved: 

I - by electrodialysis; 

II - with the aid of cation exchange resins; 

III - through cooling; 

IV - the use of chemicals, or 

V - the use of substances of biological origin. 

Article 44. I certify with wine is to supplement the storage container to compensate for the 

natural losses, in order to avoid contact with air the wine and, consequently, the oxidation 

or the development of aerobic microorganisms. 

Article 45. Biological stabilization is to use physical or chemical processes, together or 

separately, to kill or inhibit the growth of unwanted microorganisms and obtain 

biological stability of wine containing fermentable sugars in the bottle. 

Paragraph 1. May be used the following procedures: 

I - Pasteurization; 

II - filtration, and 

III - treatment with inhibitors of undesirable microorganisms. 

Article 46. Antioxidant treatment with antioxidants is to add the wine in order to 

protect it from the action of oxygen. 

Article 47. Malolactic fermentation corresponds to the degradation of malic acid present in 

wine prepared by the action of lactic acid-producing bacteria. 

Paragraph 1. The malolactic fermentation can be induced, aided or inhibited by the addition 

to wine substances authorized by specific legislation. 

Article 48. PEI is to add wine spirits from wine to wine, wine alcohol, alcohol potable ethyl 

alcohol of agricultural origin or simply distilled wine or grape marc or lees, in together or 

separately, aiming at the preparation of liqueur wine, wine and other beverages made 

alcohol derived from grapes and wine, according to their respective standards of identity 

and quality.

46 


Article 49. Flavoring is to add aromatic substances to wine and the grape and wine, when 

provided in the standard of identity and quality, with the aim of improving their sensory 

characteristics or to provide new features. 

Article 50. Court or assemblage consists in mixing different wines with the goal of producing 

wines physicochemical and sensory characteristics desired. 

Article 51. Bottling heat is to bottle the wine warmed and close the bottle immediately in 

order to promote stability and physical organic chemistry and wine 

elimination of oxygen. 

Paragraph 1. The heating temperature can not exceed forty-five degrees Celsius. 

Article 52. Aeration is to introduce air or specific gas to wine in order to reduce the content 

of iron and remove any traces of hydrogen sulfide in the wine. 

Paragraph 1. Removing the bad smell or taste due to hydrogen or sulfur derivatives 

can be done with the help of substance authorized by specific legislation. 

Article 53. Partial dehydration or concentration of the wine is to concentrate the wine by 

removing endogenous water in order to increase the alcoholic strength of wine. 

§ 1 The partial dehydration or concentration of the wine can be obtained through the 

following procedures: 

I - reverse osmosis or reverse: the must pass specific membrane under the 

action of a pressure higher than the osmotic pressure of the wort; 

II - partial vacuum evaporation, vacuum heat subjected to sharp; 

III - partial evaporation under atmospheric pressure: evaporation system at 

atmospheric pressure, or 

IV - create concentration: partial freeze and elimination of the ice formed. 

§ 2 It is prohibited to partial dehydration of wine when the wine that gave rise have 

been submitted the same practice. 

§ 3 The concentration can not lead to a reduction of more than twenty percent of the 

initial volume or increase more than two percent of the initial alcohol content of 

wine. 

Article 54. Maturation in wooden vessel is to pack the wine in wooden barrels 

appropriate, with a maximum capacity of six hundred liters (maturation), in order to: 

I - get a natural evolutionary process of wine, with the development of their 

characteristics sensory; 

II - to promote the physical and chemical mechanisms due to natural oxygen intake 

and the progressive substances provided by the timber, and 

III - to obtain physical-chemical stabilization of all or part of the wine. 

Article 55. Thinning is to put the wine in contact with wood during a period determined by 

the addition of wood chips of the species Quercus sp. With the aim of pass the wine, 

constituents from the oak. 

§ 1 The oak chips must meet the following requirements: 

a) be used fresh or roasted, without having sustained combustion; 

b) not be added to products to increase their natural flavor or their 

extractable phenolic compounds; 

c) has not undergone any chemical, enzymatic or physical, except the towers:

47 


d) provide particles having a size such that at least ninety-five per cent by 

weight are retained sieve with a mesh of two millimeters. 

§ 2 The use of oak powder. 

§ 3 The wines produced with the addition of pieces of oak wood may not present in 

designations for the labeling period of maturation or aging. 

Article 56. Dealcoholisation part is to eliminate a portion of wine ethanol. 

§ 1 dealcoholisation is prohibited for wines made from musts that have been submitted to 

practice of enrichment or correction of wine and wine provided partial dehydration, 

respectively, in the arts. 33 and 53 of this Instruction. 

§ 2 The alcohol content of wine can be decreased by no more than two percent by 

volume. 

Article 57. Dealcoholisation total wine is to eliminate ethanol from wine with the aim of 

de-alcoholised produce fermented grape. 

Article 58. Softening or sweetening of wines is to add the sweetener to wine order to obtain 

wines of varying sweetness from a dry base wine. 

Paragraph 1. For sweetening may be added to wine: 

I - sucrose in solid form; 

II - concentrated grape must; 

III - rectified concentrated must, or 

IV - the mixture of one or more products defined in items I, II and III. 

Article 59 maturation or aging in the bottle is to keep the wine in bottles stored in 

appropriate place, in order to keep the wine in contact with the warehouse to improve their 

sensory characteristics. 

Article 60. Carbonation is to add carbon dioxide to the wine or derived from the grape and 

wine aiming at the elaboration of sparkling wine, sparkling wine or other derived from the 

grape and wine that gasification is expected to default on their identity and quality. 

Article 61. Color correction is to add dye derived from the grape and wine, as provided for in 

its standard of identity and quality, aiming to strengthen its natural color. 

Section V 

Ooenological Practices Allowed For Sparkling Wines And Aerated Semi-Course 

Article 62. Tirage is to introduce the bottle fermentation tank or in hermetically sealed 

(Autoclave) the base wine and liquor mixed with the circulation, in order to trigger the 

second fermentation with a view to making foam. 

Paragraph 1. To the mixture of base wine and liquor can be added tirage yeast, clarifier 

and activator of fermentation, together or separately, in order to facilitate the multiplication 

of yeasts and trigger the second fermentation. 

Article 63. Taking foam is to conduct the alcoholic fermentation of wine based on container 

tightly sealed bottle or tank fermentation, with the goal of developing sparkling wine 

sparkling or saturation pressure of carbon dioxide endogenous.

48 


Article 64. Maturation in the bottle is to keep the bottles stored in order to encourage 

fermentation and keep the wine in contact with the deposit to facilitate fermentation for 

wine sparkling and sparkling. 

Article 65. Remuage is to cause the precipitation and gather in the bottle, the deposit 

formed during the making of foam, through the provision and operation of the bottle holder. 

Article 66. Disgorging is to eliminate the deposit collected on the seal of the bottle during 

remuage, in order to ensure the clarity of the sparkling wine or sparkling. 

Article 67. Clarification is required to ensure the clarity of the sparkling wine and sparkling 

wine. For clarification of sparkling wines and sparkling can only be used following, 

isobarometric conditions: 

I - racking; 

II - spin, or 

III - filtration. 

Article 68. Bottling isobarometric is to bottle the sparkling wine or sparkling prepared 

hermetically sealed in a tank or autoclave, with the possible addition of expedition liqueur. 

§ 1 In isobarometric bottling is forbidden to use carbon dioxide to counter. 

§ 2 The addition of expedition liqueur may increase the alcoholic sparkling wine in 

the 

more than half a percent by volume. 

Section VI 

Final Provisions 

Article 69. It is established within 90 (ninety) days for the necessary adaptations to changes 

compliance with this Instruction. 

Article 70. This Instruction shall enter into force upon its publication. 

WAGNER ROSSI 

D.O.U., 18/06/2010 - Section 1

APPENDIX II 

49 


MAPA MODEL FORMS – ANNEX III CERTIFICATE

Brazil Wine Market Report JBC EMP July 2011 - California Wine ...

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